Anneli Ritari-Stewart

Commander
DISC Type : D

Head of Digital and AI Marketing at Royal London

Greater Edinburgh Area, United Kingdom

Overview

Anneli is the Head of Digital and AI Marketing at Royal London and serves as the Chair for DMA Scotland. A respected thought leader with over 20 years of experience, she won MD of the Year at the Scottish Women’s Business Awards after increasing new business by 800% at a prior agency. People who have worked with her describe her as a tenacious, high-energy, and determined leader.

Originally from Sweden, Anneli has a deep-seated passion for continuous learning and is currently taking an AI course with MIT. This passion extends to her personal time, where her holiday reading consists of books on AI. A former competitive athlete, she channels the resilience and drive from sports into her professional life and has served on the board for Scottish Women in Sport.

Interesting fact: Anneli recently won the ISBA President’s Award for her expertise and willingness to share her knowledge on the potential of Generative AI.

Personality Overview

Very Quick

Risk-Taker

Impact-Driven

They are not focused on building rapport and relationships.  They are very proud of what they do. More than the product, they care about the effectiveness of the product.

Topics They Care About

Responsible AI Adoption
As Chair of DMA Scotland and part of Royal London's AI working group, she champions the ethical and customer-centric use of AI to drive growth and innovation.
Digital Transformation
A core focus of her career, she has a proven track record of leading digital marketing transformation for global brands and agencies to improve performance.
Performance Marketing
She led her previous agency to an 800% increase in new business and her team's recent SEO project at Royal London was nominated for a 'Best SEO Campaign' award.

Media Appearances

Anneli has no verified media appearances

Work History

4-2025
Head of Digital and AI Marketing at Royal London
3-2022 - 4-2025
Head of Digital Marketing at Royal London
6-2024
Chair DMA Scotland Council at DMA (Data & Marketing Association) UK
4-2022 - 5-2024
Deputy Chair - Scotland Council at DMA (Data & Marketing Association) UK
3-2018 - 3-2022
Strategy Council Advisor at DMA (Data & Marketing Association) UK

Education

1993 - 1997
B.Sc Degree from Stockholm University
1996 - 1996
B.Sc Degree from The University of Western Australia

More Information

Social Presence :

Prographics :

Exp : 7 Location : Greater Edinburgh Area, United Kingdom Job Level : Mid-senior Designation : Head of Digital and AI Marketing at Royal London
URL has been copied!

Insights For Selling To Anneli

During A Call Or A Meeting

DO's

  • Help them weigh the risks by sharing objective proof points without becoming too analytical
  • Get to the point quickly instead of spending time doing small talk
  • Speak about competitive differentiation that your product offers

DONT's

  • Do not spend too much time focusing on product tech or features
  • Do not hesitate from asking counter questions, just avoid challenging their authority
  • Avoid being a storyteller and don’t try to oversell

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Anneli is

  • Conviction around the impact matters the most to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Anneli

  • If they decide not to use your product, they will say no clearly.

Insights For Deal Planning

    How fast (or slow) will Anneli move?

  • They can take decisions very fast if you manage to convince them.
  • Can Anneli take some risk or not?

  • The risks don’t matter much to them.

You And Anneli

Personality Compatibility


Other Royal London Employees

Explore more public profiles from related professionals at the same organization.

More Profiles

Discover additional public profiles from our index.

Search more profiles

Looking for someone else? Search here for anyone.

Or visit Humantic AI to know more.