Tata Global Beverages has named Andrew Pearl as the new director of shopper and customer marketing for Tetley.

In the newly created role, Pearl will drive engagement with trade customers and develop category partner relationships. He has previously worked for Mars, Philips and McCormick.

“The tea category provides great variety and some tough challenges,” he said. “I look forward to creating a greater understanding and influence of the shopper within our business and driving a more strategic approach to our work.”

Tetley ranked 51st in The Grocer’s recent Britain’s Biggest Grocery Brands. Its sales fell 4.6% to £130.9m [Nielsen 52 w/e 29 December 2012].