Tesco appoints brand director in wake of £6.4bn loss

Tesco has appointed a new group brand director in the wake of its record £6.4 billion loss.

Michelle McEttrick will join the retailer to start in her role on 18 May. McEttrick, whose brief will presumably include tasks related to improving the retailer's image after a damaging year of negative news stories, was previously the CMO of the global retail bank at Barclays.

Robin Terrell, chief customer officer at Tesco, said:“Michelle brings a real diversity of expertise and experience to Tesco. Her experience spans working on and leading the rejuvenation of British Airways and Barclays at BBH, to building the world's largest digital food brand, allrecipes.com, and working for agency clients including Coca-Cola and Frito Lay.

'She is a passionate, creative customer champion, and will be a real asset to our business.”