Barrows Connected Store, a global leader in connected retail experiences, today announced the appointment of Alessandra Bellini OBE, former Tesco chief customer officer, as atrategic Advisor to the company’s Advisory Board, effective today.
As an external advisor, her role will be to provide unbiased, strategic guidance and independent oversight, helping to challenge internal thinking and support long-term growth.
“The Barrows Connected Store Team plays a pivotal role in the transformation of how retail media networks and brands engage with customers – all areas I’m most passionate about. I’m delighted to be a part of this exciting journey,” said Bellini.
Bellini was recently awarded an OBE (Officer of the Order of the British Empire) in the 2026 King’s New Year Honours List for services to advertising and marketing. She was also awarded an Honorary Fellowship of the IPA. She has been instrumental in building commercially
successful and sustainable businesses across iconic, global retail and FMCG organisations, including Tesco and Unilever, as well as within world-leading communication agencies.
She is the current Chair of Ad Net Zero for the UK and serves as Non-Executive Director for leading and emerging FMCG brands, including Better Nature and The Real Co. Her leadership experience includes serving as President of the Advertising Association from 2021 to 2025 and chairing organisations such as the Marketing Group of Great Britain and Teens Unite Fighting Cancer. Alongside senior executive roles at Tesco and Unilever, she brings a strong cross-industry perspective and commitment to sustainable practices in advertising.
“Alessandra Bellini brings a unique breadth and depth of understanding to unlock the full potential of Barrows Connected Store. I admire her inclusiveness, vigilance and focus on what really matters,” said James Hay, global CEO, Barrows Connected Store.
“The challenge is simple but demanding: we must remain focused on what genuinely matters to both our retailer customers and our brand partners. By keeping the shopper at the centre of strategy, innovation and excellence, Barrows Connected Store can deliver real value across every touchpoint,” added Bellini.
In 2017, she joined the Tesco EXCO as chief customer officer, where she spent six and a half years leading the retailer’s customer team through its turnaround and growth strategy. She grew value in the retailer’s Clubcard for customers, delivering significant incremental household penetration and revenue stream through retail media.
Before joining Tesco, Alessandra spent over 20 years at Unilever, holding various board-level positions in marketing and general management, managing marketing, brand and new product development across multiple countries and market sectors.
This addition reflects Barrows Connected Store’s focus on long-term value creation, responsible growth and the global transformation of retail environments through technology, data and insight-led design.
