Tesco overhauls senior marketing team

Tesco has drafted in a new UK marketing director and moved incumbent Carolyn Bradley to a global group role in an overhaul of its senior marketing structure, a move that comes as a report shows Tesco has just suffered its lowest market share since 2005.

Tesco Clubcard

UK marketing director, Bradley, who has been in the role for four years, will be replaced by David Wood, currently commercial director in Hungary and a former Kraft and Unilever marketer.

As group brand director, Bradley will work with Matt Atkinson, group marketing and digital officer, to “develop marketing blueprints and bring them to life across the business”.

Atkinson joined Tesco from ad agency EHS 4D in June.

Bradley’s appointment into the newly created role is part of a new group marketing team set up by deputy chief executive and chief marketing officer Tim Mason to lead brand development across Tesco’s global operations.

Wood will be in place in the next few weeks after relocating back to the UK.

Tesco has been under pressure to revive its marketing after reporting a disappointing set of results in the final three months of last year. Group CEO Philip Clarke is preparing to outline a full recovery plan for the UK business in April.

Tesco’s market share dropped to 29.7% in the 12 weeks ending 19 February – its lowest point since 2005, according to the latest Kantar Worldpanel supermarket share figures released today (28 February).

Meanwhile, Sainsbury’s continued to out-perform the market and lifted its share from 16.5% to 16.6%. Morrisons dropped slightly by 0.1% to 12.2%.

Asda maintained its highest ever share of 17.5%.

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