Tesco’s former marketing chief Matt Atkinson heads to new role at Saga

Tesco’s former marketing chief Matt Atkinson is leaving the supermarket at the end of September to become Saga’s new group chief marketing officer.


Atkinson has served four years at Britain’s biggest supermarket with roles including chief digital officer and chief marketing officer. Since December he has been providing interim support to the marketing team in an unknown position after his chief creative officer role was axed after just six months.

He has also held senior marketing positions at agencies including Havas and Saatchi & Saatchi.

At Saga, which specialises in offering services to the over 50s market, Atkinson will serve on its executive committee and also be responsible for driving branding and customer engagement across the business.

“I am delighted to have recruited someone of Matt’s calibre to this key role and he will be an important contributor to our strategy,” says Lance Batchelor, Saga’s group chief executive.

Atkinson adds: “Saga is an iconic British brand that I have long admired, so it is with a sense of both privilege and confidence that I take on this exciting role at such a critical time in the development of the brand.”

Tesco’s chief executive Dave Lewis has repeatedly shaken up Tesco’s marketing division since taking over last year. He has appointed BBH as Tesco’s new creative agency while axing several senior marketers.

Robin Terrell is currently the most senior marketer in his role as chief customer officer.



Tesco CMO Matt Atkinson to become chief creative officer

Russell Parsons

Tesco’s chief marketing officer Matt Atkinson has been moved to a new chief creative officer role to work on new product and service development as part of a senior management overhaul that will see Jill Easterbrook take on responsibility for group and UK marketing strategy.