Tesco is to hire a new chief marketing officer sidelining Matt Atkinson, who took on the same role at the grocer just over a year ago, according to reports.  

It is unclear whether Atkinson will remain at Tesco in another role or will leave the grocer, according to Sky News.

However, Tesco has denied that Atkinson is leaving or being replaced. The grocer confirmed that he is staying in his current role.

Chief marketing officer is a crucial role for the grocer as it controls advertising strategy and Tesco’s Clubcard loyalty programme.

It was revealed today that Tesco’s market share dipped to 28.6% in the 12 weeks to March 30, down from 29.7% last year, according to Kantar figures.