Anita Gouland

Critic
DISC Type : C

UK Head of eCommerce at Arla Foods

Leeds, England, United Kingdom

Overview

As the UK Head of eCommerce at Arla Foods, Anita Gouland is recognized for shaping digital transformation and inspiring teams to embrace new commercial models. Colleagues describe her as exciting, energetic, intellectual, and passionate. She holds an MSc from Newcastle University and a BSc from the University of Leeds.

Anita is passionate about people and performance, combining ambition with agility to keep Arla at the forefront of retail and media evolution. She actively seeks out specialist agencies to support the development of shopper research and channel strategy, demonstrating a forward-thinking and collaborative approach to growth.

She believes that in an ever-changing world, adaptation and flexibility are the keys to success in the grocery sector.

Personality Overview

Objective Thinker

Precise

ROI Driven

Unless the value is proven by data, they are unlikely to value fancy features.  They enjoy working alone and do not rely on others very often. They prefer to do logical analysis and value evidence over emotions.

Topics They Care About

Omnichannel Strategy
Focuses on transforming category management for connected shoppers and connecting strategies across all channels to deliver seamless growth.
Digital Transformation
Leads the creation and integration of the eCommerce function at Arla, shaping digital change across UK and global markets.
Shopper Insights
Actively seeks eComm shopper research and insight agencies to power data-led category strategies and action plans.

Media Appearances

Anita has no verified media appearances

Work History

1-2020
UK Head of eCommerce at Arla Foods
6-2017 - 1-2020
eCommerce Business Manager at Arla Foods
6-2014 - 6-2017
Brand Manager- Arla Brand at Arla Foods

Education

2009 - 2010
MSc from Newcastle University
2005 - 2009
BSc from University of Leeds

More Information

Social Presence :

Prographics :

Exp : 11 Location : Leeds, England, United Kingdom Job Level : Mid-senior Designation : UK Head of eCommerce at Arla Foods
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Insights For Selling To Anita

During A Call Or A Meeting

DO's

  • Keep some extra margin while sharing pricing, they are likely to negotiate later
  • Be ready for penetrating questions and critical examination of your pitch
  • Tell them what ROI they can expect

DONT's

  • Don’t rush them till they have clearly gotten all the necessary information
  • Don’t try too hard to build a relationship with them
  • Avoid pushing them too much to involve other stakeholders unless it is critical

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Anita is

  • Strong evidence of ROI, effective pricing, and proven data points matter the most to them.
  • Will you ever get a clear answer from Anita

  • It is not very hard for them to say no if they are not convinced about the decision.

Insights For Deal Planning

    How fast (or slow) will Anita move?

  • Their decision-making is neither very fast nor very slow, they are somewhere in between.
  • Can Anita take some risk or not?

  • They can take risks if their analysis shows that it would be worth it.

You And Anita

Personality Compatibility


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