Stephen Addison Email & Phone Number

St Albans, Gb

London, England, United Kingdom

Responsible for leading Premier Inn's corporate sales and groups teams, commercial distribution partnerships (including OTAs, TMCs) and Premier Inn Business Account scheme.

London, England, United Kingdom

Responsible for the commercial strategy and revenue management of all Premier Inn hotels across NW & NE England, Scotland, Ireland and London Airports.

Dunstable

Responsible for leading an insight, analysis and reporting team focusing on the customer experience within Premier Inn hotels, Whitbread Restaurants and the Customer Relations contact centre. Setting customer performance targets, contact centre resource planning, and influencing the Operations Board on customer improvement opportunities. Key achievement:The IT infrastructure for customer data was fragmented with reporting siloed, impacting the ability of the business to understand the full customer experience. My role was to create a Business Intelligence capability for guest data. • Worked with IT to design and implement a strategy to integrate all four main sources of customer data (hotel customer survey, restaurant customer survey, hotel complaints, restaurant complaints) within one data platform that could be accessed by Business Intelligence tools (Tableau/Power BI). • Developed a suite of guest reporting and dashboards for both the operation and support centre to take advantage of the new data platform and focus the business’s attention onto improvement opportunities.• Presented customer analysis to the Operations Board based on the new Business Intelligence. As a result, the business was more easily able to highlight sites that required more operational support and focus on customer improvement opportunities e.g. beds, multi-night cleanliness standards, parking controls, families.

Welwyn Garden City

Responsible for setting the strategy of how space in stores is allocated to Commercial Categories in different localities, leading the insight and data analysis on 'Space, Range & Display' within Commercial and managing a team of 30 people across the UK and India.Key achievement:Space allocated to different Commercial Categories (e.g. crisps, breakfast cereals) in Tesco's stores has not been optimised for maximum performance (historically sales densities of categories have simply been matched to a comparable group of stores). My role was to create the capability for the business to optimise space in stores.• Set-up and led a new team of Analysts and Data Scientists. • Developed a model to optimise space allocations to Categories, by using algorithms that consider performance (sales, volume & profitability), operations (availability & waste) and customer demographics.As a result, the first three in-store trials achieved a 3% sales and volume uplift in the Categories changed and the business agreed to roll out the new space allocation strategy to all stores going through a refit.

Welwyn Garden City

Responsible for customer research and data analysis on the shopping experience, identifying and implementing customer solutions, presenting and leading discussions at the monthly UK Customer Board meeting.Key achievement:In 2014 Tesco, driven by declining sales and an acceptance of inadequate customer experience (Nunwood 2014 Customer Experience Survey rated Tesco 60th, behind all their main UK competitors), my role was to set up and project manage a cross-functional team to address the key customer issues.• Conducted analysis of customer data to understand the frequency and emotion level of customer issues.• Prioritised the customer issues to focus on (e.g. short sell-by dates on fresh products). • Presented to UK Board to gain commitment for establishment of cross-functional team.• Engaged with key stakeholders across the business to get the support and time from their teams.• Held monthly governance meetings to track progress against key milestones.• Created new customer metrics to monitor the progress of each customer issue.As a result, within the first six months, 7 out of the 15 customer measures had seen a significant improvement, including ‘checkout queues’ and ‘availability of everyday items’. The remaining projects all had solutions in development with improvements expected.

Welwyn Garden City

Responsible for the UK refit investment strategy, developing tailored store propositions and reallocation of store space, through customer research, data analysis, and leadership of a team of 10 people.Key Achievement:Up to 2012, Tesco’s store sizing strategy aimed to build the largest store within the town. However, in light of sales under-performance in a significant number of large stores, my role was to lead a strategic review of store sizing whilst ensuring that local market needs were still met.• Led a team of analysts to review the customer and sales data in different competitive environments.• Instigated quantitative and qualitative research on customer perceptions of store size.• Collaborated with Finance and Retail teams to understand the effects of store size and trading intensity on profitability and operational efficiency.• Worked with Commercial teams to incorporate their strategy for future customer offers.• Presented and discussed conclusions with the UK Board.As a result, in 2013, the business changed its focus from investing in Tesco Extra hypermarkets to smaller Supermarkets. Overall new store space requirements reduced by c. 50% across the UK, with the changes expected to significantly improve the return on investment of the future new store pipe line (lower build and land acquisition costs, better operating profits).

Dublin

Responsible for the network planning strategy in the Republic of Ireland, recommending new store locations, sales forecasting, leading and coaching a team of location planners.Key achievement:Prior to 2010 Ireland had seen significant population and economic growth and Tesco’s new store strategy reflected this growth, however, the strategy was no longer appropriate post the financial crisis. My role was to create a more realistic development strategy that reflected the new economic reality.• Reviewed the trends in the market; increase in on-line shopping, more shopping in convenience stores, expansion of Discounters and a decline in sales in large out-of town supermarkets.• Analysed the size of the potential food market for each town and reviewed the competitive landscape. • Prioritised opportunities to increase Tesco’s share of the Dublin convenience market. • Presented recommendations to the Irish Board.As a result, the strategy for new superstore locations was reduced by c. 40% and the business was able to pull out of potential loss making new stores, whilst the convenience strategy was up-weighted.

Welwyn Garden City

Responsible for leading a location planning team to review new store strategy locations (both convenience stores and superstores) across London and the South East, forecast new store sales and review sales performance.Part of project teams to review new opportunities/acquisition targets in India, Indonesia, Czech Republic, Romania and Austria.

Cheshunt

Responsible for commissioning, investigation and analysis of customer and staff research, project management of annual companywide staff survey, management of both quantitative and qualitative market research agencies.

Welwyn Garden City

Joined Tesco's location planning department on an accelerated Property Graduate scheme.