Waitrose hires ex-Sainsbury’s director as head of trading

Waitrose Charlotte di Cello Laura Burbedge
Waitrose makes two new appointments.
// Waitrose appoints new trading director and online director
// Leon CCO Charlotte di Cello has been appointed as trading director for Waitrose
// Waitrose partner Laura Burbedge has been promoted to permanent role of online director

Waitrose has appointed a new trading director and online director following an external recruitment process.

Leon’s chief commercial officer Charlotte di Cello has been appointed as trading director for Waitrose, whilst existing Waitrose partner Laura Burbedge, has been appointed to the permanent role of online director.

Di Cello will join Waitrose on January 18, 2021 from fast food chain, having also gained significant experience in the retail and grocery sector in former roles across trading, finance and strategy teams at Big 4 grocer Sainsbury’s.


She succeeds Rupert Thomas, the current commercial trading director, who is leaving the partnership at the end of the year after 17 years.

Meanwhile, Laura Burbedge has been fully appointed to online director for Waitrose from January 4, 2021, having performed the role on an interim basis since October 2020.

She has been responsible for the growth of Waitrose’s online business this year as the upmarket grocer parted ways with Ocado.

Waitrose.com is now the only place for customers to purchase Waitrose own label products online.

“Both roles are pivotal to the delivery of the Waitrose strategy to ensure we maintain our leading market position on quality, ethics, availability and value for customers,” Waitrose executive director James Bailey said.

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