The supermarket has appointed former O2 marketer Mark Cody to head up its mobile marketing functions in a new senior marketing manager role within the UK marketing team.
The role has been created as Tesco looks to improve its marketing via mobile and increase the level of personalisation in its communications.
Cody will also consult with departments across the wider business on issues relating to mobile marketing.
A Tesco spokesperson says: “This is a new role to lead on how Tesco can make the most of mobile as a channel to market to new, and retain existing, customers.”
The move is part of Tesco’s efforts to make its marketing “better, clearer and more relevant” in response to falling sales and profit.
Kenny Jacobs, Tesco brand communications director, has also signalled a move towards using more local and regional marketing as part of its wider efforts to make Tesco marketing “warmer, more fun and more engaging”.
Yesterday, (2 May) the supermarket revealed two national TV ads to champion its recently launched Everyday Value range.