Tesco continues marketing shake-up with group brand director hire

Tesco has hired former Barclays brand boss Michelle McEttrick to the role of group brand director.

It comes amid a restructure to the top roles of Tesco's executive management team which saw chief marketing officer Jill Easterbrook replaced by Robin Terell as group customer officer. Sharry Crammond, who was previously group, brand director also left in the restructure.

McEttrick was most recently managing director of group brand and marketing at Barclays, where she developed and launched ‘Barclays Values’ in the wake of the Libor crisis.

Prior to that she was business director at Bartle Bogle Hegarty (BBH), where she handled the Barclays account.

BBH recently won Tesco’s £110m advertising account.

Commenting on her appointment, Terrell cited McEttrick’s experience in brand rejuvenation: “[She] brings a real diversity of expertise and experience to Tesco. Her experience spans working on and leading the rejuvenation of British Airways and Barclays at BBH, to building the world's largest digital food brand, allrecipes.com, and working for agency clients including Coca-Cola and Frito Lay.

"She is a passionate, creative customer champion, and will be a real asset to our business.”

It comes as Tesco announced its worst annual results in its near 100-year history. The ailing retailer, which last year battled a £263m profits overstatement and felt the hit of consumers increasingly turn to discounters such as Aldi and Lidl, posted a £6.4bn loss for the 53 weeks to 28 February.

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