Robin Terrell Tesco Marketing

Tesco’s top marketer Robin Terrell to depart


By Jennifer Faull, Deputy Editor

August 1, 2016 | 2 min read

Tesco’s chief customer officer Robin Terrell has quit the supermarket after three years to “pursue a different direction”.

Robin Terrell

Robin Terrell Tesco

A Tesco spokesperson said: “Robin has decided to resign from Tesco in order to pursue a different direction in his career and we fully respect that decision."

Terrell – then multichannel director – took on the top marketing job in December 2014 when he replaced chief marketing officer Jill Easterbook in the expanded role.

It came at one of the most challenging points in the grocer’s history when its entire management was shaken up in an effort to recover from the £264m accounting scandal.

Despite his lack of traditional marketing experience, Terrell’s appointment was regarded highly amongst analysts at the time who believed his background in retail and e-commerce strategy coupled with a renewed focus on customer experience could help Tesco recover.

Shortly after his appointment, Barclays brand boss Michelle McEttrick joined as brand director giving that top team the marketing expertise it needed.

And, after two years of historic declines, Tesco began stabilising this year.

The Tesco spokesperson added: “We'd like to thank Robin for his significant contribution to Tesco during an important time for our business. We wish him well for the future.”

A successor will be announced in due course.

Robin Terrell Tesco Marketing

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