Asda has drafted in a senior director from advertising agency Fallon to strengthen its marketing team.

Fallon chief strategy officer Mark Sinnock will join the grocer in September to take up the role of marketing director, strategy. He has worked in advertising for 14 years at Fallon and for mobile operator O2.

He will report to chief marketing officer Rick Bendel. Sinnock will work alongside marketing director, communications, Katherine Paterson.

In addition, Simon Eyles will join in April as head of Asda brand marketing, moving from food supplier McCain where he is marketing director at present. He will report to Paterson.

The grocer’s present marketing director, strategy, Jon Owen, will take up a broader role as director of new business marketing, reporting to executive development director Doug Gurr. He will focus on new business and digital areas.

Asda has been investing in marketing and new business opportunities as it seeks to further engage with customers in its drive for price transparency.

Last week the grocer launched its own TV channel on YouTube, called Saving You Money TV, which offers cash-saving tips. It is also working on the launch of an online forum to interact with customers in real time.

The details of the web forum are still being finalised but it is expected to reinforce Asda’s value message.

Separately, Asda has employed more than 100 staff from collapsed retailer Woolworths. It has hired 15 managers and 107 shopfloor staff.

Rick Bendel: chief marketing officer is investing in staff as he seeks opportunities