The UK's biggest retailer Tesco has scrapped the chief marketing officer role and replaced it with two roles. One focussed on creative, and one on the customer. Is it the shape of marketing to come?
The supermarket has been struggling with poor performance for the past two years and CEO Philip Clarke is making attempts to turn it around with changes across the business from supply chain, to stores, products and marketing.
Former CMO Matt Atkinson will become chief creative officer tasked with “injecting creative brilliance into....