I'm Dahlia Stroud, a commercial leader who partners with organisations to align people, processes and priorities, helping teams build consistent ways of working and embed practical behaviours that enable performance and inclusion. My work strengthens day-to-day communication, leadership and cross-functional collaboration so organisations can deliver clearer decisions, stronger execution and sustainable commercial results. With experience across retail, wholesale and digital channels, I've led major retailer–supplier relationships, steered large-scale transformations, and shaped propositions for new markets. I’ve held leadership roles at ASDA and Co‑op and collaborated with Nestlé, Tesco and Sainsbury’s, among others. I’m a Chartered Manager and board member of Leeds Jewish Housing Association, and I host the 'Stressed But Well Dressed' podcast exploring clothing, confidence and mindset.

Dahlia Stroud

I'm Dahlia Stroud, a commercial leader who partners with organisations to align people, processes and priorities, helping teams build consistent ways of working and embed practical behaviours that enable performance and inclusion. My work strengthens day-to-day communication, leadership and cross-functional collaboration so organisations can deliver clearer decisions, stronger execution and sustainable commercial results. With experience across retail, wholesale and digital channels, I've led major retailer–supplier relationships, steered large-scale transformations, and shaped propositions for new markets. I’ve held leadership roles at ASDA and Co‑op and collaborated with Nestlé, Tesco and Sainsbury’s, among others. I’m a Chartered Manager and board member of Leeds Jewish Housing Association, and I host the 'Stressed But Well Dressed' podcast exploring clothing, confidence and mindset.

Available to hire

I’m Dahlia Stroud, a commercial leader who partners with organisations to align people, processes and priorities, helping teams build consistent ways of working and embed practical behaviours that enable performance and inclusion. My work strengthens day-to-day communication, leadership and cross-functional collaboration so organisations can deliver clearer decisions, stronger execution and sustainable commercial results.

With experience across retail, wholesale and digital channels, I’ve led major retailer–supplier relationships, steered large-scale transformations, and shaped propositions for new markets. I’ve held leadership roles at ASDA and Co‑op and collaborated with Nestlé, Tesco and Sainsbury’s, among others. I’m a Chartered Manager and board member of Leeds Jewish Housing Association, and I host the ‘Stressed But Well Dressed’ podcast exploring clothing, confidence and mindset.

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Experience Level

Work Experience

Consultant / Director at Dahlia Stroud Consulting/SBWD Consultancy
February 1, 2023 - Present
Development and delivery of commercial capability programmes including Negotiation Strategy, Customer Understanding and Strategic Business Planning; in-house commercial consultancy; end-to-end go-to-market support from strategy through retail activation; podcast ideation and internal comms development; coaching (individual and group).
Retail Director at Bridgethorne Consultancy (an IQVIA organisation)
July 1, 2023 - November 1, 2025
Development and delivery of commercial improvement programmes across major retailers and CPG suppliers; programmes include Commercial Leadership programmes and development programmes including Negotiation, Strategic Business Planning, Category Leadership and Promotional Strategy workshops; board-level coaching; interim role developing category strategies and coaching commercial teams. Experience across Tesco (UK, Ireland, Asia), Sainsbury’s (UK and Asia), Morrisons, AS Watson.
Board Member & Vice Chair (Operations) at Leeds Jewish Housing Association
February 1, 2023 - Present
Board governance including policy and practice, approving organisational decisions, reviewing and shaping future strategy and evaluating performance against KPIs.
Head of Category at Co-op
July 1, 2020 - February 28, 2023
Head of Category across Grocery, Pet, Household, Health and Beauty, General Merchandise, Cigarettes and Tobacco, Fuel, News and Magazines; managed P&L delivery in excess of £1.5bn per annum; redevelopment of range strategy with focus on range optimisation, value reset and reduction in cost to serve; leadership of 30+ team members; cross-functional partnership with Supply Chain, Finance, Operations and Marketing; delivered strategic business transformation including full revision of Gantry across 2500 stores and SAP implementation; frequent board-level presentations.
Senior Buying Manager Healthcare and Pharmacy at ASDA
January 1, 2012 - July 1, 2020
Delivery of P&L +£60m sales revenue per annum and development of future Healthcare strategy within ASDA.
Senior Commercial Manager Strategy and Data at ASDA
January 1, 2012 - July 1, 2020
Development of Food commercial strategy, rollout of commercial data tools across Trading, and management of 3rd party supplier relationships for commodity data.
Senior Trading Manager at George.com (ASDA)
September 1, 2008 - January 31, 2012
Management of George.com P&L for GM +£50m sales revenue per annum, commercial strategy for multichannel growth, management of online trading, content, merchandising and activity teams.
Confectionery Category Manager (Co-op) at Nestlé
September 1, 2009 - January 31, 2012
Confectionery category management for Co-op; development of retailer-facing strategies and assortment.
Confectionery Account Manager at Nestlé
September 1, 2009 - January 31, 2012
Confectionery account management for Bestway, Waitrose and Ocado.
Nestlé Sales Graduate Scheme at Nestlé
September 1, 2008 - December 31, 2009
Graduate scheme across sales, progressing to confectionery category and account management.

Education

MBA CMgr MCMI – Distinction at Manchester Metropolitan University
January 1, 2020 - December 31, 2022
BSc (Hons) International Management with American Business Studies - First Class at University of Manchester
January 1, 2004 - December 31, 2008
BBA at Schulich School of Business, York University, Toronto
January 1, 2006 - December 31, 2007
A Levels at Leeds Girls' High School
January 1, 1997 - January 1, 2004
GCSEs: 9 A*-B at Leeds Girls' High School
January 11, 2030 - April 21, 2026

Qualifications

MBA CMgr MCMI – Distinction
January 1, 2020 - December 31, 2022
Chartered Manager (CMgr) – MCMI
January 11, 2030 - April 21, 2026

Industry Experience

Retail, Wholesale & Distribution, Healthcare, Professional Services