Former Procter & Gamble senior executive José Carlos Gonzalez-Hurtado is to join Carrefour as the retail giant's chief commercial officer.

The 45-year-old Spaniard's role is a new position at Carrefour, which has embarked on a series of major marketing moves in key markets since Lars Olofsson became CEO at the start of the year.

In April, the French retailer launched a discount own-label range on its domestic market in a bid to shed its image as an expensive grocer.

The world's second-largest retailer has also continued its policy of moving to a multi-format but single-banner strategy inside and outside France.

Carrefour said its marketing department and two other business units - 'offer' and 'formats and channels' - will report to Gonzalez-Hurtado (pictured).

"The creation of this new position within the executive committee reflects Lars Olofsson's determination to strengthen customer focus, enrich the brand and better disseminate innovations and best practices throughout the group," the retailer explained.

Gonzalez-Hurtado, who will take up the role next week, joined P&G in 1989 and, after a 19-year career across a series of markets, he became president of the US consumer goods giant's Braun division.