James Condon, the former head of global marketing for George at Asda, has been installed by Tesco as its new head of brand communications and trade planning.

The appointment is thought to signal a comprehensive reshuffle of the chain’s marketing department and reports suggest that Condon is already in the role with responsibility for all corporate marketing, including the Tesco Clubcard scheme.

Tesco’s marketing personnel has altered dramatically since the departure of marketing chief Tim Mason to head its US operation. Richard Brasher took over Mason’s responsibilities.

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