The supermarket chain is setting up three marketing units to streamline the customer communications process and fight back against Tesco, which has proved adept at marketing non-food lines.
Brand marketing director Jeremy Schwarz, who joined the company seven months ago from Coca-Cola, where he was European innovation director, is leading the restructure.
"Every day I will take the fight to Tesco, and this restructure is the next step on the path to doing that," said Schwarz.
The non-food marketing team will be led by Richard Cristofoli. It will focus on Sainsbury's growing presence in sectors such as home furnishings and electrical goods.
The food marketing team will be expanded to focus more on overall category offers. It previously concentrated on Sainsbury's own brands, such as Taste the Difference and Blue Parrot Cafe. This team, which will be headed by Lesley Chapman, will comprise 25 people.
Schwarz is looking for a marketer to head the retail marketing department, which will include in-store customer service, store look and design, and local marketing.
A communications team under Dominic Rowell will take charge of all brand marketing communications, including advertising, Sainsbury's customer magazine and online activity.
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