Tesco has created two roles on its executive committee to “reshape” the company and meet changing customer needs.

Jill Easterbrook, who is leading Tesco’s health and wellbeing businesses, will become chief customer officer. Tesco’s chief marketing officer Matt Atkinson will become the chief creative officer, Tesco boss Phil Clarke revealed in a statement.

He added: “Both Jill and Matt are exceptionally talented individuals who have played a big part in some of the most important initiatives Tesco has carried out over the past few years, and will play an even bigger part in our ongoing work to transform the business over the years to come.”

Clarke has also appointed group multichannel director Robin Terrell to run its grocery home shopping and general merchandise categories. This will include online, connected devices, Blinkbox and telecoms initially focusing on the UK but also looking at the wider group.

Terrell and Easterbrook are joining the UK leadership team and will be joined by Michael Holmes who is in charge of Tesco’s dining offer. Holmes will also take on Easterbrook’s current remit for Dobbies and One Stop.

Clarke said: “This is not a traditional structure - it is the right one for a business set up to lead in the multichannel age, with the changing customer relationship at its heart. I’m fortunate in having the best possible team around me as we accelerate the pace of change in our business and I’m sure Jill, Matt, Robin and Michael, with Chris’s capable UK leadership, will all play a huge part in driving that change in their new roles.”

Tesco is expected to report on Wednesday its worst quarterly performance in its home market since Clarke took the helm in 2011.