Commercial and marketing director

A long-server with Tesco, Richard Brasher joined the UK’s biggest retailer in 1986 and, as a self-confessed foodie, he remains a champion of Tesco’s produce. A renowned tough guy with suppliers, he drove the launch of the retailer’s successful Discounter range.

Brasher has been at the forefront of innovation for consumers and among his biggest challenges has been overseeing Tesco’s £150m makeover of its Clubcard - relaunched in May. A strategy to get closer to the consumer underpins his obsession with keeping Tesco in the hearts of its customers.

As Tesco relaunched its clothing website this autumn, Brasher has assembled a powerhouse to support him, with former Sainsbury’s general merchandise chief Richard Jones joining as commercial director for non-food in March.