Tesco’s former top marketer Jill Easterbrook departs after 15 years


By Jennifer Faull, Deputy Editor

December 7, 2015 | 3 min read

Tesco’s group transformation director and former marketing boss Jill Easterbrook has left the retailer after 15 years.

Easterbrook’s role at the embattled retailer has changed considerably over the past year as new boss Dave Lewis looked to put in place a structure to help it overcome the damming £250m accounting scandal and better face the challenges Aldi and Lidl have posed.

An aggressive shake-up of the senior team last June saw Easterbrook take the reins from Matt Atkinson as the group’s top marketer in the UK in a newly created role of chief customer officer. However, just six-months later she was replaced by Robin Terell.

While Easterbrook went on to become group transformation director, Lewis flew in former Barclays brand boss Michelle McEttrick to the role of group brand director in another effort to revive the marketing strategy of the once dominating brand.

A spokesperson at Tesco said: “After 15 years at Tesco, Jill Easterbrook has decided to leave the company early next year. Jill has held a number of leadership positions across Tesco including running UK Clothing, leading our Developing Businesses and most recently, overseeing the first phase of our turnaround as group transformation director.

“We'd like to thank Jill for her outstanding work during her time at Tesco and wish her every success for the future.”

A spokesperson went on the tell The Drum that she will not be replaced, a move which suggests the turnaround strategy is beginning to bear fruit.

Following significant investment in several areas to improve the customer experience, the brand managed to arrest its sales decline in the first half of the year. Meanwhile, a year-long overhaul into how it communicates with customers has seen it focus on putting humour and pop-culture moments at the fore of the brand reboot, rather that price-promises.

It is not yet known if Easterbrook has another role to go to.


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