Cathryn Boast is to join Asda as media centre manager, responsible for liaison with external marketing company Asda Media Centre.
Boast will join the head office team at the end of September from Tesco, where she was stores marketing manager for for the past six years. She was responsible for increasing the number of store customers using and managing instore marketing.
Boast will act as the main communication point between corporate marketing, trading, research, the sales house, agencies and the media centre.
She will also be responsible for the financial side of the media centre’s advertising and managing the content screened on instore plasma televisions.
The multiple recently launched a pilot of the new digital advertising system in two stores, as part of its wider strategy to get its advertising direct to customers.