Tesco’s marketing boss on rebuilding trust and why people need brands more than ever

Going to work knowing that she has the ability to be close to customers and make a difference is what gets Alessandra Bellini out of bed every morning.
Her mission as Tesco’s chief customer officer is simple: build the Tesco brand in a way that makes it “warmer and more loved” by its customers.
She makes it sound easy. And for somebody with more than three decades of marketing experience – with two-thirds of that spent at FMCG giant Unilever – perhaps it is.
But Bel