KPMG man nets Sainsbury’s role

Sainsbury’s has recruited a top management consultant as senior marketing executive as it looks at ways of reversing the marketing gains of rival Tesco.

Jonathan Smith joins from consultancy KPMG Peat Marwick as senior manager for special projects. He starts on May 1.

Smith will report to director of marketing Anthony Rees.

Smith’s remit is understood to include the development of new marketing campaigns, although information about the areas he will examine is sketchy.

A Sainsbury’s spokeswoman says: “This is a key strategic marketing role. We do not wish to give further details of the areas he will be looking at.”

The appointment comes as two other supermarket chains are recruiting management consultants for top positions. Safeway has appointed Roger Ramsden of Boston Consulting Group as brands marketing director and Iceland has named Mark Hudson from Bain as board director of trading strategy and marketing.