Tesco poaches Coca-Cola interactive chief

Tesco has appointed Coca-Cola's interactive manager, Jude Brooks, to head its social-media operations.

Jude Brooks: joining Tesco as senior marketing manager for social media
Jude Brooks: joining Tesco as senior marketing manager for social media

Brooks will join the retailer as senior marketing manager for social media in the New Year. She will oversee a team of about 10 specialists looking after Tesco's Facebook, Twitter and YouTube social channels, and report to digital and social director Tom Daniell.

Brooks' appointment comes as Tesco looks to increase its investment in social media. It recently relaunched its YouTube channel, working with digital agency Zone to simplify its presence on the video site.

At Coca-Cola, Brooks has led activity across the brand portfolio, including a King of the Park social game for Fanta and a digital campaign for Relentless Energy. She previously held senior marketing roles at Bauer Consumer Media.