Graeme Elder

Design Director (Retail / F&B Branded Environments)

  • LevelSenior
  • LocationUnited Kingdom
  • AvailabilityLocked Pro Plan feature
  • ProfessionsDesign Director - Retail Designer - Strategist

About me

I am a hugely experienced design professional. 30+ years of aiming to get it right for the customer. Creator of memorable shopping experiences. Mentor and coach to an army of design talent. Instigator, Arbiter, Achiever. Proud to be a generalist!


  • 3D Design
  • Signage Design
  • Wayfinding Design
  • Brand Stategy
  • Food Design
  • Stakeholder Engagement
  • Complex Projects
  • Coaching Others
  • Change Management
  • Business Acumen

Companies I’ve worked with

View all
  • Tesco Ltd.

    Tesco Ltd.

    • Retail

Work history


Creative Services Director


Jun 2015 - May 2017
  • United Kingdom
  • Full Time
  • Director, Consultancy Services division. Provided niche bespoke solutions and high quality, large scale volume signage products for retailers, airports and transport hubs.


Design, Planning & Formats Director, Central Europe & Turkey

Tesco Ltd.

Sep 2013 - Apr 2015
  • United Kingdom, Welwyn Garden City
  • Full Time
  • Leading the Design and Planning functions in 5 countries for the world’s 3rd largest retailer. Combined turnover for the region exceeded £9BN for 2013/14. Responsible for development for stores, shopping malls and workplace environments. Guardianship of the Tesco environmental brand standards. Mentoring a cross-functional team of in-country Design, Planning and Space and Range managers to interpret the group property and marketing standards for local products and customers. This involved spending 75% of my time in the local markets developing capability and reporting to country CEOs on the latest Property based programmes and initiatives.


Group Head of Design

Tesco Ltd.

Sep 2007 - Sep 2013
  • Welwyn Garden City, United Kingdom
  • Full Time
  • Senior Manager leading the Design team in Central Europe and Asia reporting to the International Board. Design of the new organisational structure aligning Tesco Property under a single, unified Operating Model. Driving consistency, embedding common working practices and developing talent in 10 countries. Operational savings of +30% driven by relocating layout and merchandise planning CAD functions to Bangalore, India.


Senior Design Manager

Tesco Ltd.

Sep 2004 - Nov 2007
  • Welwyn Garden City, United Kingdom
  • Full Time
  • Responsible for all aspects of design for the Tesco Express and Metro formats. Managed a team of design managers in the development of both formats through an expansive period in the growth of the convenience sector.