Ailsa Graham

Go-getter
DISC Type : d

Head of Brand and Channels at Tesco Insurance and Money Services

Greater Edinburgh Area, United Kingdom

Overview

Ailsa is the Head of Brand and Channels at Tesco Insurance and Money Services, leading a 26-person multidisciplinary team. With 20 years of experience and an executive education from the University of Oxford, colleagues describe her as a strategic, inspiring, and passionate leader who excels at delivering impactful international campaigns.

Outside of work, Ailsa is a passionate animal lover, with a particular fondness for cats and dogs. She is also dedicated to mentoring the next generation of marketers and enjoys sharing her journey and insights with future leaders in her field.

She considers sitting in meetings with major brands like Google and Netflix to be a "career-daydream" come true.

Personality Overview

Self-Confident

Decisive

Direct & Candid

They can be nudged to make faster decisions by offering what they value.  They care equally about the product and its potential impact. They respond well to confident salespeople.

Topics They Care About

Full-Funnel Marketing
Her role involves managing the entire marketing funnel, from brand awareness to performance marketing, integrating data science, analytics, PR, and media to drive results.
Mentoring Future Leaders
Actively engages with The Marketing Society’s Future Leaders program, finding inspiration in helping young professionals align their passions with their personal values and career goals.
Team Empowerment
Praised as an amazing leader who inspires and motivates her team. She publicly champions her colleagues and is committed to fostering their professional growth.

Media Appearances

Ailsa has no verified media appearances

Work History

11-2024
Head of Brand and Channels at Tesco Insurance and Money Services
9-2023 - 11-2024
Head of Brand and media at Tesco Bank
10-2022 - 9-2023
Head of Marketing - planning and delivery at Tesco Bank
12-2017 - 9-2022
Channel marketing Lead at Tesco Bank
7-2018 - 1-2021
Advisory Board Member at The Marketing Society

Education

Executive Leadership Programme from Saïd Business School, University of Oxford
Postgraduate from CIM | The Chartered Institute of Marketing

More Information

Social Presence :

Prographics :

Exp : 13 Location : Greater Edinburgh Area, United Kingdom Job Level : Mid-senior Designation : Head of Brand and Channels at Tesco Insurance and Money Services
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Insights For Selling To Ailsa

During A Call Or A Meeting

DO's

  • Make sure that they have the necessary authority, they could present false stature sometimes
  • Highlight the competitive differentiation of your product
  • Tell them that you are there to help them create visible impact within their organization

DONT's

  • Avoid long winding pitches, stay objective
  • Don’t try to be an alpha salesperson, give them equal space
  • Avoid repeating yourself or making generalizations

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Ailsa is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Ailsa

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Ailsa move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Ailsa take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Ailsa

Personality Compatibility


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