Tesco has snapped up former Costa Coffee global commercial, marketing and innovation director Becky Brock to head up its customer teams as group customer and digital director.

The top marketer was hired in June and will manage the supermarket’s loyalty, digital and insight agenda, tapping into data and personalisation to build new revenue streams.

Brock will be reporting to Tesco’s group chief commercial officer Ashwin Prasad.

“I’m delighted to announce that I’m going to be joining Tesco as a customer director to head up marketing and drive forward their digital and personalisation priorities across the business,” Brock wrote on LinkedIn at the time.

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“It’s a hugely exciting opportunity to be part of their next growth chapter,” she added, before going on to thank her team at Costa.

Prior to her tenure at Costa Coffee, Brock worked at John Lewis – firstly a marketing director and then as a transformation director, where she held responsibility for transforming customer data and marketing technology stacks.

“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,” Prasad told Campaign magazine.

He added that Brocks’ “energetic style and collaborative approach, alongside her digital and personalisation experience” would set the retailer up for the future.