Tesco gives branding reins to ex-George at Asda chief

Tesco has appointed James Condon, the former head of global marketing for George at Asda, as head of brand communications and trade planning. It is understood to be part of a wider realignment of the Tesco marketing department.

It is thought Condon has already started at the retailer and is responsible for all corporate marketing, including the Tesco Clubcard scheme. The role was previously held by Ian Crook, who took over the marketing director role last August after Simon Unwins left to join the retailer’s US operation in the same role.

It is not clear if Crook, who reports to commercial and trading director Richard Brasher – a board level marketing post – is handling the role on a permanent basis. It is understood Tesco is seeking a marketer for a senior role in the team although it is not clear how the job will fit into the team.

The Tesco marketing team has undergone a number of changes over the past year following the departure of marketing chief Tim Mason to head the retailer’s US operation. Richard Brasher took over Mason’s responsibilities.

Condon joined Asda to head the marketing for George in September 2003. During his tenure at the retailer, he oversaw the roll-out of the standalone George outlets.

Tesco confirmed the appointment of Condon but declined to comment on any further changes to its marketing department.

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