Great leadership is about more than delivering numbers, it hinges on empowering others and fostering growth. In the latest Sales Leader Secrets conversation, host Amanda Downs connects with Anne Unsworth, a veteran in field marketing, who is Head of Retail Operation Projects at Dee Set. Anne’s reflections reveal valuable lessons for leaders at every stage.
A Dynamic Sales Journey
Anne’s career story is more than a straightforward ascent through the sales ranks. Starting out with a degree in hospitality management, she soon realised her true calling lay outside contract catering, eventually securing her first sales position at Mars. Over the next two decades, Anne became deeply immersed in field marketing at Tactical Solutions, overseeing supermarket sales for heavyweight brands like Heinz and Mars.
Field marketing, Anne explains, is far more than just ensuring retail shelves are stocked; “it’s about us working with the brands… making sure the food is on the shelves, merchandised to the right principles, being sold at the correct price, and with good availability.” Her people-first attitude quickly surfaced as a theme, driving team results and client relationships.
Leading with Trust
A pivotal moment in Anne’s journey was her step into management taking responsibility for a team of ten territory sales managers. She reflects on the challenge and importance of recognizing each person’s individuality: “Everybody’s individual… how can I get to know them?” For Anne, relationship-building and attentive listening paved the way for successful team leadership.
Three core values underscore her approach: trust, transparency, and integrity. “Trust and honesty is absolutely the number one for me,” Anne shares. These values, she says, drive strong relationships, authentic collaboration, and open communication ultimately letting teams thrive.
Navigating Challenges: ESG, Compliance, and Team Engagement
In her current role, Anne has taken Tactical Solutions “full circle,” now leading the company’s ESG (Environmental, Social, Governance) agenda. A self-confessed lifelong learner, she enthusiastically tackles new terrain, from understanding carbon footprint assessments to integrating solar panels and cross-company initiatives.
One ongoing challenge? Making ESG accessible and actionable for every team member. Anne champions internal “marketing” of ESG: “It’s not just me that’s going to deliver it, it’s everybody in the organisation… bringing them on board in an easy and digestible way.”
Unlocking Team Potential with NLP
Perhaps most compelling is Anne’s passion for Neuro Linguistic Programming (NLP). Having trained as a Master Practitioner during a difficult personal period, Anne uses NLP’s focus on purposeful language and mindset both personally and professionally. “How we use language dictates a lot of our behaviour… we talk ourselves into doing things, or out of things, all the time.”
She illustrates how positive internal messaging like “I can, I will, I am”—can shift self-perception and action. Anne now trains colleagues in NLP, helping them overcome limiting beliefs and build broader awareness and resilience within teams. These techniques, she says, have tangible impacts on communication, well-being, and organisational performance.
Advice for Sales Leaders
Anne leaves listeners with practical advice for sales leaders: Be authentically you. She advocates for bringing humanity and transparency to leadership, fostering respectful debate, and ensuring everyone’s voice is heard. “Too many people walk away from meetings going, ‘I wish I said that’… that leads to breakdown in communication.” Her “sales leader secret”? Powerful listening: “We have two ears and one mouth for a reason… it’s not about us, it’s about our teams.”
Anne Unsworth’s story is a reminder that the heart of effective sales leadership is found not just in results, but in relationships, learning, and language. By leading with integrity, embracing continual growth, and truly listening, sales leaders can inspire teams, drive impact, and navigate change with confidence.
Listen to the full episode of Sales Leaders’ Secrets for more insights from Anne Unsworth and discover practical strategies to inspire your own team’s growth.
