Tesco picks Brasher as director of operations

Tesco has filled the post of marketing operations director left vacant by Tim Mason, who was promoted to main board marketing director a year ago.

The chain has handed the marketing operations role to Richard Brasher, who is working on secondment as store manager at the

Baldock store. The marketing operations director handles the day-to-day running of the marketing department, and reports to Mason.

Brasher is viewed as another of Tesco chairman Sir Ian MacLaurin’s “blue-eyed boys”, groomed for the “big time”.

He follows in the footsteps not only of Mason but Terry Leahy, who progressed from marketing director to his present position as deputy managing director.

Brasher started at Tesco as a management trainee and rose to trading director. However, working for so long at head office, he lacked day-to-day retailing experience. For this reason, he was made store manager.