Why not being a ‘sector expert’ helped Tesco’s brand boss drive change

Michelle McEttrick is a specialist when it comes to driving change at some of the UK’s biggest, but often most maligned, brands. And it is her skills as a marketer, rather than her industry expertise, that brands are after.
Following four years at Barclays at a time when trust in banks was at an all-time low, McEttrick was hired by Tesco as group brand director – not for her retail knowledge but for her marketing know-how, as the supermarket looked to turnaround its fortunes followi