Hazel Appleyard: A Leading Retail Consultant with Extensive Industry Expertise
When discussing influential figures in the retail sector, Hazel Appleyard’s name prominently stands out. With a career spanning over 17 years in some of the UK’s largest retail organisations, Hazel has cultivated a reputation as a dynamic retail consultant and strategic leader. Her expertise encompasses category management, marketing, and customer relationship management, supported by a solid academic foundation in marketing and communications. This article explores Hazel Appleyard’s educational background, professional journey, and the key skills that have propelled her success in the retail industry.
Education: Building a Foundation for Retail Excellence
Hazel Appleyard’s educational path laid the groundwork for her impressive career. She attended the University of Newcastle-upon-Tyne, where she pursued a degree in Applied Communication with Marketing and Management. This course equipped her with a comprehensive understanding of marketing principles, management strategies, and communication techniques — all essential for success in the fast-paced retail world.
The emphasis on applied communication allowed Hazel to develop skills in conveying messages clearly and persuasively, both internally within teams and externally to customers. Coupled with marketing and management studies, her education prepared her to navigate complex business environments and consumer behaviour, setting the stage for her future roles in retail leadership.
Career Trajectory: From Graduate Buyer to Retail Consultant
Hazel Appleyard’s professional journey exemplifies dedication and continuous growth within the retail sector. Her career began in 2005, shortly after graduation, when she entered Sainsbury’s through their Graduate Buyer scheme. Over the years, she steadily progressed through increasingly senior roles, showcasing versatility and expertise across various retail categories.
Early Career: Foundation in Buying and Category Planning
Starting as a Graduate Buyer in 2005, Hazel quickly gained hands-on experience with product procurement and supplier relations. Over the subsequent years, she held roles such as Junior Buyer for Plants, Seasonal Horticulture, and Seeds, and Buyer for Frozen Foods including pizza, pies, ready meals, world foods, and free-from products. These roles allowed her to master the intricacies of product selection, cost negotiations, and trend analysis — critical components in ensuring retail shelves meet consumer demands.
Her proficiency in category management grew as she took on Senior Buyer responsibilities for Cereals and Preserves, where she managed product lines, supplier partnerships, and pricing strategies. Later, as Senior Category Planner for Impulse Foods, Hazel was responsible for developing and delivering multi-year visions and strategies. This role required strategic foresight to anticipate market trends and consumer preferences, ensuring product categories remained competitive and profitable.
Growth into Leadership and Marketing
Building on her category management skills, Hazel transitioned into marketing-focused roles within Sainsbury’s. As Marketing Manager for Sainsbury’s Own Brands, she led teams responsible for sub-brands such as Basics, Taste the Difference, and Little Ones. Here, she developed brand positioning, marketing campaigns, and consumer insights, further sharpening her ability to engage customers and increase brand loyalty.
Subsequently, Hazel advanced to Head of Customer Relationship Management, a pivotal role where she directed personalised marketing strategies across multiple channels including direct mail, coupons, and email campaigns. Her leadership ensured that customer communication was relevant and targeted, driving increased spend and retention. Managing large teams and collaborating with analysts and creative departments honed her skills in stakeholder management and project execution.
Category Director and Consultant Roles
From 2017 to 2019, Hazel served as Head of Wine Buying and then Senior Category Planner for Beers, Wines & Spirits at Sainsbury’s, overseeing complex product ranges and supplier negotiations in a highly competitive market.
Her promotion to Category Director roles at Sainsbury’s and later Co-op marked her ascent into executive retail leadership. At Co-op, from 2020 to 2022, she spearheaded category strategies, leading cross-functional teams to deliver business growth through innovative merchandising and customer-focused initiatives.
Since late 2022, Hazel has been working as a self-employed retail advisor and consultant, leveraging her broad experience to support SMEs and major retailers such as Morrisons, Bridgethorne, and Amazon. Her consultancy focuses on optimising category performance, marketing execution, and strategic development tailored to each client’s market position.
Skills and Expertise: The Hallmarks of Hazel Appleyard’s Success
Hazel’s diverse career portfolio reflects a range of skills essential to retail success. Some of the key competencies include:
Brand Marketing and Consumer Research
Her roles consistently demanded deep consumer insight and brand development expertise. Hazel’s ability to interpret market data and consumer behaviour has been instrumental in shaping marketing campaigns that resonate and drive sales.
Campaign Execution and Project Leadership
From managing direct marketing campaigns to coordinating multi-channel communications, Hazel has demonstrated exceptional project management skills. Her leadership ensures timely, effective delivery of initiatives that enhance customer engagement and profitability.
Category Management and Strategic Planning
Hazel’s extensive experience across categories, from frozen foods to wines and spirits, highlights her strength in developing and executing category strategies. She balances supplier relationships, inventory management, and market trends to maximise sales and customer satisfaction.
Team Leadership and Stakeholder Management
Managing large teams and complex projects within fast-moving retail environments requires strong interpersonal and leadership skills. Hazel’s ability to motivate teams, communicate vision, and align stakeholders has been crucial to her professional achievements.
The Impact of Hazel Appleyard in the Retail Industry
Throughout her career, Hazel Appleyard has contributed significantly to the retail companies she has worked with. Her strategic insights have helped streamline product assortments, enhance customer engagement, and drive growth in competitive markets. Her transition into consultancy marks a new chapter where she shares this wealth of knowledge with a broader range of clients, including small and medium enterprises and online retail giants.
By applying data-driven strategies and a customer-centric approach, Hazel continues to influence how retailers meet evolving consumer needs. Her expertise supports businesses in navigating market challenges, improving operational efficiencies, and delivering compelling brand experiences.
Conclusion
Hazel Appleyard’s career is a testament to the power of combining academic knowledge with practical experience. Her journey from a graduate buyer to a respected retail consultant showcases not only her professional growth but also her commitment to excellence in retail management.
With a robust educational foundation from the University of Newcastle-upon-Tyne and nearly two decades of hands-on experience, Hazel embodies the qualities necessary to thrive in the retail industry. Her continued work in consultancy promises to shape the future of retail businesses by driving innovation, strategic planning, and customer engagement.
For anyone interested in retail strategy, marketing, or category management, Hazel Appleyard’s career offers valuable insights into what it takes to succeed and lead in one of the world’s most dynamic sectors.
