Tesco appoints Dare MD Toby Horry to digital marketing director role

Tesco has bolstered its marketing team with the appointment of Toby Horry, managing director of digital agency Dare, Marketing can reveal.

Toby Horry: Tesco has appointed the Dare MD as digital marketing director
Toby Horry: Tesco has appointed the Dare MD as digital marketing director

Horry joins as digital marketing director today (Monday 2 November) from digital agency Dare. Reporting to Tesco brand director Michelle McEttrick, he will lead a team of digitally-focused marketers. 

At Dare, Horry worked with brands including Barclays (McEttrick's former brand), Barclaycard, Vodafone, Diageo, Nestle, Sony, Ryanair, Nike and BMW. Originally a planner, he started at the agency in 2006, rising to the managing director role in 2009. Before Dare, Horry worked at AMV BBDO.

Horry told Marketing he was excited to be joining Tesco at a time when the business was focused on putting the customer back at the heart of the business. 

"There's a renewed focus on the customer and digital is a part of delivering that... I'd been considering a client side move for some time so when the opportunity arose to work with Michelle again on such an iconic brand as Tesco, I couldn't turn it down," he said.

McEttrick added: "A big part of serving Britain's shoppers a little better everyday means developing content and experiences enabled by digital platforms. 

"Toby brings with him a wealth of expertise and experience, and joins us at an exciting time as we build a world class marketing leadership team to bring Tesco back to its best."