Tesco has hired former Costa Coffee global commercial, marketing and innovation director Becky Brock as its new customer and digital director to lead the supermarket’s customer teams and manage its loyalty, digital and insight agenda.

Brock’s new role will include building new revenue streams for the grocer from data and personalisation, and will see her reporting to group chief commercial officer Ashwin Prasad, Campaign reported.

Prior to joining Tesco, Brock spent three years at Costa Coffee and worked at John Lewis for almost four years as marketing director, before being promoted to transformation director in December 2019.

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In a LinkedIn post, Brock said: “I’m delighted to announce that I’m going to be joining Tesco as customer director to head up marketing and drive forward their digital and personalisation priorities across the business. It’s a hugely exciting opportunity to be a part of their next growth chapter.

“I want to thank my amazing team at Costa Coffee. Together we have delivered transformational change in both the commercial and brand despite the many curve balls i.e. pandemics, unprecedented inflation….I am so proud of the culture we have created where individuals could thrive and deliver beyond what they thought was possible.”

Prasad told Campaign: “Becky brings a wealth of experience from across retail and FMCG, working in both commercial and marketing roles where she has championed brand excellence through award-winning campaigns, built global revenue management capabilities and led the digital and data transformation across multiple companies.

“Her energetic style and collaborative approach, alongside her digital and personalisation experience, will continue to help us win for customers and set up Tesco for the future.”