James Condon, former head of global marketing for George at Asda, has joined Tesco as its new head of brand communications and trade planning.

Condon joined Asda in September 2003 to take on the responsibility for marketing Asda's George clothing brand before leaving in October 2006. During his time at Asda he oversaw the roll-out of the retailer's 12 standalone George outlets.

His move is the latest major change to Tesco's marketing department over the past 12 months. Marketing chief Tim Mason left in February to lead the supermarket's US operation. Six months later he brought in UK marketing director Simon Unwins to head up marketing in the States. Former head of brand communications and trade planning Ian Crook stepped up to the marketing director's role in the UK in August.