Tesco has recruited a former Barclays executive to be its new group brand director as the embattled grocer bids to rebuild its image following a turbulent year.

Michelle McEttrick, who was chief marketing officer of Barclays’ global retail bank, will take up the role at the grocer on May 18, the company said today. She replaces Sharry Crammond who left Tesco following the company’s restructure earlier this year.

McEttrick, who has also worked for ad agency BBH will report to Tesco’s group customer officer Robin Terrell.

“She is a passionate, creative customer champion, and will be a real asset to our business,” Terrell said.

McEttrick will not be the only new face at Tesco. The retailer appointed former Dixons Carphone deputy chairman John Allan as its new chairman in February, while Matt Davies and Byron Grote will both join the grocer next month as UK chief executive and non-exeutive director respectively.

Tesco this week reported full-year pre-tax losses £6.38bn, the biggest loss in the company’s history. The majority of the loss came from £7bn in one-off charges which were “predominantly non-cash”, including a £4.7bn write down against the company’s property.

But defiant Tesco boss Dave Lewis said the embattled grocer will “behave our way out” of trouble.