Atkinson shifted in Tesco revamp

Atkinson shifted in Tesco revampSpeculation that Tesco chief marketing officer Matt Atkinson would lose his job has proved correct – in part – with him being switched to the role of chief creative officer, heading up new product and service development.
In his new role Atkinson will be tasked with developing new products such as a new smartphone, Hudl 2, a current account and the digital Clubcard – pencilled in for launch this summer – and it is understood that his work on the highly successful original Hudl has triggered the move.
In a company statement, chief executive Philip Clarke said: “Going forward [Matt Atkinson] will develop our approach to innovation; identify and build new strategic partnerships and work with the businesses as a custodian of our brand to bring it to life for customers, colleagues and communities in our biggest projects.”
The move is part of a top-level restructure at the retailer, which also sees health and wellbeing boss Jill Easterbrook become chief customer officer, with ultimate responsibility for group and UK marketing.
In addition, Tesco has appointed group multichannel director Robin Terrell to run its grocery home shopping and general merchandise categories. This will include online, connected devices, Blinkbox and telecoms.
Terrell and Easterbrook are joining the UK leadership team and will be joined by Michael Holmes who is in charge of Tesco’s dining offer. Holmes will also take on Easterbrook’s current remit for Dobbies and One Stop.
Clarke added: “This is not a traditional structure – it is the right one for a business set up to lead in the multichannel age, with the changing customer relationship at its heart. I’m fortunate in having the best possible team around me as we accelerate the pace of change in our business and I’m sure Jill, Matt, Robin and Michael, with Chris’s capable UK leadership, will all play a huge part in driving that change in their new roles.”
It has been widely predicted that Tesco will tomorrow report its worst quarterly performance in its home market since Clarke took the helm in 2011.

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  1. Matt Atkinson shifted to new role in Tesco revamp #directmarketing #digitalmarketing #data #crm #advertising

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