Ian Crook has been appointed as marketing director at Wickes six months after he left the role of Clubcard marketing director in Tesco’s senior management shake-up.

Crook’s 18-year tenure with Tesco saw him oversee the company’s digital, national and international growth. He was also a key player in the company’s customer loyalty scheme.

Wickes – part of the Travis Perkins Group - believes that Crook’s experience with both digital and traditional marketing will strengthen the DIY store’s multichannel strategy.

Wickes managing director Simon King said: “Ian brings to Wickes more than 20 years high-level marketing experience, and we are confident that under his leadership, Wickes will thrive as a truly multichannel retailer and trade supplier.

“Putting customers at the centre of all we do has long been the focus here at Wickes, and with Ian’s appointment, the development of a sector-leading online and multichannel strategy, which further exceeds customer expectations, is now within our sights.”

Crook said: “I am excited to have joined Wickes and to be spearheading the marketing strategy for a forward-thinking, dynamic organisation with a reputation for value and quality. Wickes’ strong standing in the British retail landscape, both with consumers and with tradesmen, is a great starting point and I look forward to differentiating our brand and our customer strategy as the marketplace continues to evolve.”