Magazine article Marketing

Safeway Chief Returns to Store in Retail Focus

Magazine article Marketing

Safeway Chief Returns to Store in Retail Focus

Article excerpt

Safeway is sending marketing director Roger Ramsden back to the shop floor in an initiative by chief executive Carlos Criado-Perez to sharpen the retailing nous of the supermarket's top directors.

Ramsden will spend five months working as a store manager for one of Safeway's flagship stores before returning to headquarters in a senior, as yet undisclosed, position.

Safeway's director of brand marketing, Karen Bray, takes over from Ramsden as director of marketing. Bray, who has been with Safeway since 1993, has overseen advertising, promotions and corporate identity, taking on the additional remit of relationship marketing earlier this year.

Ramsden is to spend a month shadowing an area manager before taking on store manager responsibilities, including managing a team of about 300 people. He said: "I think it is fair to say that in most major retailers there is probably more sharp-end experience of retail than at Safeway. Carlos and I felt we need more retail experience at the centre of what we do."

Ramsden has been marketing director for Safeway since last July, when board-level marketer Roger Partington resigned. …

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