Vision 100


Robin Terrell

Chief customer officer


In a reflection of the importance of the twin trends of multichannel and customer experience, Tesco initiated a major marketing shake-up at the end of 2014 that saw marketing titles change and disappear. One of the most significant appointments after a tough year was that of Robin Terrell, who moved from being multichannel director to head of customer, taking over from JIll Easterbrook. Terrell has held director-level roles at several major UK retailers including Amazon UK and House of Fraser. His appointment takes place during a time of rapid and significant change in supermarket retail as the sector faces strong challenges from discounters Aldi and Lidl, as well as a shift towards daily necessities rather than the weekly trolley shop.