In his new role, Mr. Beardmore will lead the end-to-end customer journey across SSP’s own, concept, and franchise brands. He will focus on aligning customer insights with commercial execution to support the company’s expansion across airports, rail stations, and motorway service areas.
The appointment reflects SSP’s continued focus on improving brand performance, developing customer-led propositions, and ensuring consistent delivery across its diverse portfolio.
Beardmore brings over 15 years of experience from Tesco, where he held multiple senior commercial leadership roles across the UK and international markets. Most recently, he served as Impulse Director at Tesco UK, leading category strategies and customer-focused initiatives.
Earlier, he worked as Grocery Director, gaining extensive experience in large-scale retail category management and commercial performance. He also spent nearly a decade at Tesco Lotus in Thailand as Packaged Food, BWS & Tesco Brand Director, where he led multi-category strategies and brand development.
During his tenure at Tesco, Beardmore held key leadership roles across impulse and category functions. In 2017, he received the Business Initiative of the Year at the Grocer Gold Awards for initiatives aimed at changing consumer behaviour and reducing 2 billion calories from the UK soft drinks category. He also received the IGD Health and Wellness Award for similar efforts.
Before Tesco, Beardmore served as Business Unit Director – Tesco at Premier Foods, strengthening his experience in retail partnerships. He also held roles at SC Johnson as Global Customer Director / Country Manager Ireland, and at Unilever as Customer Director, building strong expertise in commercial strategy and consumer goods.
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