Tesco top marketer Botton exits after 8 months in role

Tesco’s group customer director Emma Botton has stepped down from her role, just eight months after effectively taking over from chief customer officer Alessandra Bellini.

Botton, who had been at the supermarket giant for eight years, was group brand, proposition and marketing communications director before being promoted during the organisational reshuffle that followed Bellini’s resignation in September 2023.

Tesco’s customer and product teams were merged under the leadership of chief commercial officer Ashwin Prasad; the chief customer officer role was axed.

In a leaked internal memo, Prasad said Botton had played a “key role” in rebuilding Tesco’s brand as part of its turnaround and paid tribute to her part in Tesco’s ‘Food Love Stories’ campaign, which she spearheaded as part of an ongoing creative partnership with BBH.

The memo also highlighted Botton lead on the Aldi Price Match initiative and setting out member discounts across Clubcard Prices as well as a host of behind-the-scenes work across content creation and media planning.

Botton described her time at Tesco as a “brilliant gig” in the memo. She added: “I’ve always believed in the power of putting the customer at the heart of the conversation as the essential catalyst for growth and creative solutions and I’m so proud of the work I’ve contributed to.

“After eight years, I want to progress in a new direction. I’m excited about what the future holds and the opportunities that lie ahead.”