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T H E T H E A B O U T P O D C A S T C O N S U L T A N C Y S B W D G R O U P A B O U T D A H L I A S T R O U D

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T H E

The conversation that discusses
the link between clothes, confidence and mindset,
because well dressed is a state of mind
not a fashion statement

P O D C A S T

T H E

Confidence + Competence = Commercial Growth

SBWD Consultancy exists to partner with
organisations to unlock commercial opportunity through
strengthening the two qualities that
drive performance: confidence and competence.

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C O N S U L T A N C Y

SBWD Group

About the SBWD Group

The SBWD Group exists to connect confidence, competence and measurable business outcomes. Whether the focus is commercial competence or personal growth, we enable you to access the tools, training and motivation to make positive change happen.

The group combines consultancy services, content and conversation to help leaders and organisations show up with clarity and deliver results.

We give people and teams the skills, confidence, and conditions to perform where it counts: in how they lead, create relationships, build trust, influence stakeholders and ultimately get things done.

Services

The Consultancy

Through tailored programmes, immersive workshops, and strategic coaching, SBWD Consultancy helps organisations both improve commercial capability and instil in teams the confidence to take action. The emphasis is on creating teams who become more agile in seizing opportunities, more resilient in navigating change, and more confident in influencing both internal and external stakeholders to improve commercial performance.

The Podcast

Stressed But Well Dressed Podcast is a weekly show that discusses the link between clothes, confidence and mindset. Each week host Dahlia Stroud is joined by a new guest to get their view on what it means to be 'well dressed', with a focus on 'well dressed' as a mindset not a fashion statement. The show has included over 120 interviews on how to build your confidence collecting research from guests across a range of industries and professions (including retail/psychology/sustainability/emergency services/anthropology and trend forecasting/technology/sport/marketing and brand management/journalism/professional services/charities).

Keynotes and Panels

Keynote talks and panel discussions about the influence your mindset and your confidence can have on your performance.
Dahlia shares insight from her research and experience to enlighten audiences and inspire them to reflect on how they set themselves up for success in any situation

Coaching

One‑to‑one coaching sessions build clarity, confidence, and commercial edge. Group coaching sessions to strengthen collaboration, decision‑making, and alignment around shared goals. Drawing on extensive people leadership experience, every programme is practical, grounded and designed to deliver lasting performance growth.

founder

About Dahlia Stroud

Dahlia’s experience extends across roles in retail and within the food supply base having worked for Nestle, ASDA and Co-op and in partnership with TESCO, Sainsburys, Morrisons and AS Watson.

As a commercial leader, Dahlia has played an active role in developing commercial strategies to deploy across retail, wholesale and digital channels and understands how to target customers to deliver commercial performance. Her focus has included managing and developing retailer/supplier relationships and developing product propositions in both new and emerging markets.

As a leader, Dahlia has played an active role in developing commercial strategies to deploy across retail, wholesale and digital channels and understands how to target customers to deliver commercial performance. Her focus has included managing and developing retailer/supplier relationships and developing product propositions in both new and emerging markets. Through her work in retail, Dahlia has managed large scale transformation improving the customer offer and managing process change.

In addition to leadership roles across commercial teams, Dahlia has worked on projects including full scale negotiation training for GFR and Procurement teams, board level coaching, value chain optimisation reviews, cross functional commercial development programmes for manufacturing and strategic category planning for both retail and consumer packaged goods manufacturers.

As a member of the Chartered Institute of Management Dahlia is accredited as a Chartered Manager recognised as having exceptional leadership and management skills and demonstrating a dedication to continuous learning and development. This focus on learning and development is supported by her approach to coaching and developing both individuals and teams.

Dahlia has conducted extensive research on how to create an organisational culture where individuals and teams can thrive. Her work in this space looks at the tools, motivational support and organisational environment teams require to deliver business benefit and the actions required to achieve this.

Within this Dahlia’s specific focus has been on the role that inclusivity plays in an organisational environment enabling organisations to understand how to create a sustainable culture of inclusion.

Dahlia’s category buying experience includes roles in food commercial strategy, ambient food, cigarettes and tobacco, fuel, general merchandise (including hard and soft lines), household, pet, health and beauty and medicines. Her professional work has supported teams within manufacturing, fresh, ambient, clothing and general merchandise categories.

In addition to her professional work Dahlia is a Leader in Residence at Leeds University Business School and sits as a board trustee on the Leeds Jewish Housing Association, acting as the Vice Chair for the Operations Board and also sitting on the Main Board.

Dahlia hosts the ‘Stressed But Well Dressed’ Podcast, a weekly podcast show which explores the link between Clothing, Confidence and Mindset. The podcast draws on the experiences of a wide range of guests to explore themes including business strategy, career development, sustainability, inclusion, social mobility, confidence, psychology and consumer behaviour – all with the common thread of clothing woven into the conversation.

Her work has reached +20,000 listeners with the podcast rated within the top 10% of shows globally. In partnership with Smart Works the show has placed special focus on enabling Smart Works Charity to expand its reach in the UK to support women into employment.

Dahlia holds an MBA and a BSc both with First Class Honours, having studied in the UK and Canada.

CLIENTS AND PARTNERS

Clients and Partners

testimonials

'Invaluable'

Dahlia was invaluable in building an innovative and engaging workshop experience for our delegates. Dahlia brought real energy to the workshop, her broad experience and facilitation skills helped ensure the key learnings were embedded with the participants. It was a pleasure to work with Dahlia and the great feedback from delegates shows what a great learning experience we created for delegates.

Simon Attfield, IGD

'Engaging and thought-provoking'

Dahlia delivered an engaging and thought-provoking session for our final year undergraduate students on their Strategic Management module at the University of Leeds. She combined clear, practical lessons with an interactive style that encouraged students to think more critically about what strategy is and how it is created. Her emphasis on purpose, insight, and meaningful action helped the class consider familiar concepts in a fresh and accessible way. The talk was inspiring, full of useful examples, and it added real depth and value to the module.

Dr Josh Morton, Associate Professor of Strategy and Technology, Leeds University Business School

'Like nothing we have seen before'

The networking amongst the teams you are driving is brilliant and unlike anything I’ve seen before.

Senior Leader, Grocery Retail

'Elevated our thinking'

Your discussion elevated our students' thinking. It was fascinating to hear you delve into the depths of how the perceptions of value have evolved and the impact of changes in how people participate in the membership economy. Then underlying it all, really digging into the impact of how people are coping, showing truer versions of themselves, struggling with redefining boundaries in the absence of a physical commute or a blended workspace and reassessing previously held assumptions about the definitions of success in both our work and personal lives was incredibly insightful.

Brand Management Lecturer, Schulich School of Business, Toronto Customer

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