Tesco has launched a shake-up of its marketing team, turning to former Kraft Foods and Unilever marketing supremo David Wood to spearhead a fresh assault on its rivals.
Wood, currently Tesco’s commercial director in Hungary, replaces Carolyn Bradley as UK marketing director.
Bradley, who took up her current role four years ago, moves to a new global position as group brand director. She will report to deputy chief executive and chief marketing officer Tim Mason.
The reshuffles comes during another rollercoaster week for the UK’s biggest retailer, featuring news of its latest offensive in the supermarket price war and new figures showing its market share continuing to fall.
“Tim Mason has set up a group marketing team to lead brand development across Tesco,” said UK chief executive Richard Brasher.
”Carolyn will work with Matt Atkinson to develop our marketing blueprints and bring them to life across the business. Carolyn has significant experience in Tesco, in operations and marketing, both in the UK and overseas, and is therefore well placed to make a contribution now for the group.”
“I have worked with Carolyn before and there is no-one better able to help me with the new work we are doing round the world to develop the Tesco brand,” added Mason.
However, much attention will be on how Wood brings his food marketing background to bear, with Tesco’s marketing having come in for criticism of late.
“David has a great record in FMCG and food marketing, leading campaigns for iconic brands with Kraft and Unilever,” said Robert Harwood-Matthews of advertising agency TBWA UK. “As UK marketing director, he can bring to bear both his marketing and commercial expertise, which is a powerful combination for Tesco.”