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It takes a second glance at the final lines of his CV, though, to discover what truly lurks within. Interests include rocking out to Metallica and the occasional 500-mile bike race across California's Death Valley.

Nelson, 41, looks for all the world like the blue-chip member of the Sainsbury's board he has recently become. In a sharp suit, and comfortably in control of proceedings in his office at its all-glass Holborn HQ, the Sainsbury's marketing director could easily have the word 'corporate' running through his core.

The marketing strategy he is about to implement focuses on in-store activity, with an emphasis on putting right what the previous marketing department had missed. He is quick to point out that any changes made won't reflect badly on Sara Weller, the former deputy managing director, who had responsibility for marketing before joining Argos in March. 'The customer and the stores are our point of focus. There are gains to be made by cutting the number of promotions we run,' he says. 'There's a huge amount we can do in clarifying our communications in-store.'

Getting this right is a priority for Nelson, while refining the price architecture of its 'good, better and best' ranges is regarded as equally vital. But price is a tricky area for Sainsbury's. Where it once had customers' 'permission' to be dearer, offering unrivalled choice, it is now competing with the seemingly endless price-cut initiatives from both Tesco and Asda. 'Price will play a part in our future, but our brand has always stood for good food at the right price. I'll be making a decision about how we drive that,' he says.

Nelson claims not to resent the gains made by the big two grocers. 'Tesco stopped trying to be Sainsbury's in the 80s and instead became Tesco,' he says philosophically. 'Success will come from playing to our distinct strengths; we know we have an extraordinary brand.'

He adds that he has identified a chance to gain ground by winning over former Safeway customers following its takeover by Morrisons.

Nelson hates any comparisons between Sainsbury's and Marks & Spencer, but both have notched up a fair amount of negative press in the past two months.

Sainsbury's focus on in-store strategy bears distinct similarities to the Your M&S branding activity announced by M&S chief executive Stuart Rose two weeks ago. In his early career, Nelson spent three years at strategy consultancy OC&C, sitting next to Charles Wilson, who was brought in as Rose's right-hand man at M&S last month. 'We can now compare notes,' admits Nelson, acknowledging the turnaround task the retailers have in common.

Revitalisation strategies are nothing new to Nelson. While managing director of Guinness GB, he helped kickstart a company that had been stuck in a 1% year-on-year growth rut for 10 years.

It was a golden era for Guinness, with one of the marketing highlights the creation of the classic 'Surfer' ad, which re-established its superbrand credentials.

Gary Haigh, managing director of Diageo for the Benelux region, who witnessed Nelson's revival of Guinness, describes him as more of a 'teacher than a functional specialist'.

At Sainsbury's, non-food is Nelson's next battlefield. He is confident that the TU clothing range, which launches in September, can put Sainsbury's up with the likes of George from Asda. He is clearly looking forward to TU giving the retailer a much-needed positive buzz.

While he has stopped short of kitting himself out in the men's range, Nelson is a Sainsbury's customer, doing his weekly shop there every Saturday and serving up Taste the Difference at dinner parties.

To end on this note of domesticity is somewhat at odds with Nelson's hard-rocking and hard-riding alter ego. But the graze he sports on his face after falling off his bike last month is the only clue that Sainsbury's top marketer ever feels the knocks.

CAREER HISTORY

1985-1986: Trading and business development manager, Ocean Transport &

Trading

1986-1989: Various strategy roles, Thorn EMI

1989-1991: Strategy consultant, OC&C

1991-1996: Various roles, including pork buyer, rising to senior manager

for beers, spirits and soft drinks, Sainsbury's

1996-1999: Managing director of packaged division, Guinness Brewery

1999-2001: Commercial and managing director of Guinness Great Britain,

Diageo

2001-2002: Chief executive of Guinnessworldrecords.com, Diageo

2002-2003: President for US South-West, Diageo

2003-present: Trading director, rising to marketing director,

Sainsbury's