A keen cyclist, Atkinson fits well into the fitness-obsessed senior management team at Tesco. A former adman, he took over as CMO after Tim Mason, who oversaw the now-defunct US subsidiary Fresh & Easy, left Tesco. Atkinson’s global remit encompasses its broader long-term strategy and ensuring various business units work together effectively.
Under Atkinson, Tesco is making a push into the technology space with the launch of a tablet and the set-up of a technology campus in London. However, with Tesco's profit growth stalling, Atkinson’s brief must be one of the toughest in retail.