Grey, who was managing director of home shopping, becomes group logistics director, remaining on the Iceland board.
Pinnington's move is not a board appointment and whereas Grey reported directly to Iceland MD Mike Coupe, Pinnington will report to marketing director Nick Canning. A spokesman for Iceland explained: "Our objective is that home shopping is further integrated into the main marketing function as an extra service to our customers."
Before becoming home shopping marketing manager, Pinnington was a consultant for the Reality Group, developing client and customer relationship management strategies. Before that he fulfilled similar roles for Sainsbury, GUS Home Shopping and MBNA.