Coupe joined Sainsbury’s in 2004 as trading director, and in 2007 was appointed a main board director and in 2010 was promoted to group commercial director. Coupe has been credited with the chain’s success in e-commerce and creating the company’s ‘Brand Match’ campaign.
Coupe held various roles in British retail food chains including Unilever, Tesco, Dales Discount, Asda and Iceland. He previously worked with, and at one point worked above Justin King at Asda. King went on to work above Coupe at Sainsbury’s.
He holds various other directorial positions: non-executive director of Greene King since 2011, member of the supervisory board at GS1U since 2010, director of Insights2Communications since 2012, director of the Institute of Grocery Distributors and director of GlobalNetXChange.