Joanna Walker

Inquirer
DISC Type : cd

Director and Business Advisor at Grocery Impact Limited

St Albans, England, United Kingdom

Overview

Joanna Walker is a retail expert with over 25 years of experience at Marks & Spencer and Sainsburys. As the founder of Grocery Impact and Purple Basil, she specializes in product development, buying, and marketing, helping food and drink brands achieve sustainable growth and successful retail launches.



She has successfully supported over 150 small and medium-sized enterprises in turning their ideas into retail successes.

Personality Overview

Judgemental

Hard To Convince

Upfront

They can be nudged to make faster decisions by offering what they value.  They don’t always try to control the conversation but neither do they like yielding it fully. They care equally about the product and its potential impact.

Topics They Care About

SME Growth
Founded two companies dedicated to helping over 150 food and drink SMEs launch in retail and scale sustainably.
Retail Launch Strategy
Specializes in turning ideas into successful retail launches, creating investor-ready business plans, and securing listings for new brands.
Irish Food Brands
Serves as a trusted advisor for the Irish Food Board and is a lead mentor for the renowned Food Works programme, supporting Irish brands entering the UK market.

Media Appearances

Joanna has no verified media appearances

Work History

7-2025
Director and Business Advisor at Grocery Impact Limited
7-2015
Founder and Director at Purple Basil Ltd.
9-2013 - 6-2015
Senior Strategic Marketing Manager at Sainsbury's
8-2011 - 8-2013
Senior Buyer at Sainsbury's
8-2010 - 8-2011
Business planning Manager at Sainsbury's

Education

Education details unavailable from Dame Alice Owen's, Potters Bar
Food Marketing Management from Sheffield Hallam University

More Information

Social Presence :

Prographics :

Exp : 19 Location : St Albans, England, United Kingdom Job Level : Mid-senior Designation : Director and Business Advisor at Grocery Impact Limited
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Insights For Selling To Joanna

During A Call Or A Meeting

DO's

  • Make sure that you you respond to any queries from them quickly
  • Ask them questions confidently while doing discovery, don’t be apologetic
  • Be crisp while making the pitch

DONT's

  • Don't try too hard to get friendly, let it happen with time
  • Avoid repeating yourself or making generalizations
  • Avoid long winding pitches, stay objective

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Joanna is

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

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

Insights For Deal Planning

    How fast (or slow) will Joanna move?

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

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

You And Joanna

Personality Compatibility


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