Trevor Datson has been appointed the new media director for Tesco, replacing Jon Church, who is joining Coles, the Australian retailer, in July.

Datson was heavily involved in Cadbury's defence of the Kraft hostile takeover, as head of global financial communications. He also spent time with Danone.

But he started his corporate PR career with Tesco and the return to the fold was welcomed by Tesco's head of corporate and legal affairs Lucy Neville-Rolfe (pictured).

"Trevor, who will report directly to me, is a very experienced media operator and brings with him a wealth of experience in the media, consumer and financial industries, as well as a good knowledge of Tesco from his previous role here as head of corporate media,” she said.

“At that time he was involved in the acquisition of Tesco Bank and Dobbies Garden Centres."

Datson will start in his new role on 1 June.

Church, who is emigrating with his family in July after more than nine years with Tesco, will be responsible for setting up a new consumer and internet communications unit at Coles.

He joins a clutch of ex-pats hired by Coles from leading British retailers, including Asda’s Gary Hardy and ex-Safeway man John Durkan.

"I'm sorry to see Jon Church go but wish him and his family well as they emigrate to Australia to live and work,” added Neville-Rolfe.

“He has done a great job over the past nine years – a decade in which media interest in Tesco has grown hugely – and we will miss the cheerful and populist approach he has brought to communicating our business and its strengths."

Read more
Will Kraft be able to stop the brain drain at Cadbury? (6 February 2010)
Coles swipes Buffin for finance director position down under (30 May 2009)
Hardy joins the Brits in Oz with Coles role (2 May 2009)
Aussie chain Coles still wooing UK retail talent (25 April 2009)

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