Safeway has appointed fresh foods trading director Fiona Bailey to the newly created role of director for culture. Bailey will work across all divisions and reports to main board director Richard Williams. Her job is to identify ways of enabling teams to work better together to effect the changes being demanded by chief executive Carlos Criado-Perez. He said: "Successful retailing is about good and consistent execution in stores. That's why people are key to competing in retail. "We believe we will never achieve consistency in execution if they don't share the same spirit and same culture." Jack Sinclair continues to head up Safeway's trading division. He is supported by three commercial directors: Clare Thomas, Karen Schenstrom and John Durkan. {{NEWS }}