Part of a small confidential leadership team that developed from customer insight, planned from simple operating principles and then launched and traded a Discount Supermarket chain with unique selling points. End to End accountability and management of the commercial P&L for the Format.• Led multi-disciplinary team of 7, engaged to understand needs and set expectations, coached, monitored and successfully enabled ownership, development and improved performance.• Built trusting relationships with 100+ suppliers, onboarded and successfully negotiated to set up and launch 1500+ products.• Developed a price and promotional trading strategy and designed store layouts with strong visual merchandising plans which maximised sales and customer flow.• Collaborated cross functionally (Marketing, Supply Chain, Retail, Finance & Operations), understood needs, supported, followed through on promises and met the group strategy.• Initiated and project managed a full ambient product space relay across all stores to enhance the customer shopping trip which resulted in the quadruple benefits of significantly improved customer ratings, better operational efficiencies, 7% sales and 2% commercial gross margin improvements. • Drove sales and profit by improving the Fresh Food offering through investment in price competitiveness, range mix (analysing sales and range data to optimise customer need states) and promotional enhancements including more seasonal activity and launching meal deals to increase basket spend.• Strong proactive and empathetic leadership through the pandemic, demonstrating real resilience, agility, flexibility and resourcefulness. Relocation to store allowed for responsive situation management of customer, store and colleague needs and enabled immediate effective communication to all key internal and external stakeholders

Led a team of 20 who end to end developed and managed all UK store feature space worth over £20bn. Accountable for driving incremental sales and developing promotion and events strategy for all food and GM products. Co-chaired the weekly UK trade board meeting.• Step changed our trade strategy through development of the “Total trade plan” looking to offer the best customer and sales mix by focussing on the complete customer journey.• Implemented changes to established plan leading to £100m+ sales improvement through development of bespoke small superstore merchandising plans• Drove efficiency improvements in category team processes and created new critical path schedules. Harnessed stronger marketing relationships, leading to enhanced customer communication.• Delivered 3 successful price investment campaigns through cross functional project and financial management, gaining Board level

Seconded to lead a project working alongside the Boston Consulting Group (BCG) to identify improvements in promotional efficiency to deliver better utilisation of promotion funds. Leading on to repurposing these savings for price investment in lines that matter most for customers and drive competitiveness.• Identified and saved over £100m of cash margin from cutting or changing mechanics of poor performing promotions.• Interpreted and customised complex market, sales and customer data to create a simple set of dashboards and tools to help category teams implement optimised promotions.• Led the commercial team that developed the new value proposition across all customer investments and led the operational plan for “Brands now Cheaper” campaign.