Marketing rejig at Sainsbury’s

Sainsbury’s has announced a shake-up of its marketing department, creating new job positions as it seeks to shift away from its “trading-led” strategy.

The move is the latest step in marketing director Kevin McCarten’s plan to make Sainsbury’s “customer led”.

McCarten has appointed consultant and ex-P&G man Andrew Glover as Sainsbury’s head of category planning. He will act as a trouble shooter for the trading departments.

Sainsbury’s is following in the footsteps of its rivals Safeway and Asda with the introduction of category management.

The chain has also created a new department for strategic planning to develop ways of implementing the policies of the Supermarket Executive Committee. The SEC was set up by deputy chief executive Dino Adriano to look after the running of the UK supermarkets (MW March 29).

The strategic planning department will be headed by the director of strategic marketing Anthony Rees. He will be aided by Claire Nicholson, who takes up the post of senior manager for strategic planning.

Jonathan Smith, senior manager for strategic marketing, becomes manager for relationship marketing and will continue to be responsible for running the Sainsbury’s Reward Card.

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