Sainsbury has poached
Coca-Cola's innovation director to lead a new marketing drive as competition among the multiples on own label hots up.
Jeremy Schwartz has been appointed brand marketing director, effective from November, and will be responsible for advertising, own label strategy, brand identity and packaging design.
He will also focus on developing the multiple's customer service offering and its instore environment to support new formats and the concept store programme.
Sainsbury assistant managing director Sara Weller said: "Jeremy's extensive experience and, in particular, his most recent work as innovation director at Coca-Cola, has ensured he has the necessary skills to accelerate the pace of our brand's development."
She added: "Jeremy will lead many key initiatives, including the further development of our own brand ranges, which cover 11,000 lines, as well as the definition of our brand within the non food sector."
Schwartz replaces Andrew Ground, who recently became health and beauty director as part of Sainsbury's aim of strengthening its non food offer.
Schwartz was previously Coca-Cola's innovation director for Europe and Eurasia.
He joined the Coca-Cola Company in 1997 as divisional marketing director, north western Europe, and took his present post in 2000.
His career in grocery began in 1991 as group product manager for Kraft Jacobs Suchard. He moved to L'Oréal UK in 1993 as group product manager healthcare, becoming marketing director in 1995.