CRS, which runs 500 Co-op supermarkets across the UK, has appoint-ed Asda marketer Karen Carlyle as director of marketing to spearhead the grocery chain’s 174m relaunch.
Carlyle will report to chief executive David Robey, a former Tesco director of marketing who was hired at the beginning of the year.
Carlyle’s most recent role at Asda was as head of marketing and merchandise in the Provisions Business Unit. She will run the 50-strong CRS marketing department, plan new site development and look after customer service.
She will also work with advertising agency Duckworth Finn Grubb Waters, which won the 7m relaunch brief five months ago (MW May 29).
CRS is introducing a single fascia, Co-operative, across its 500 stores to replace the Co-op Pioneer and Co-op Local names. This will be paid for from the 174m cash injection for the refurbishment of 255 stores.