Feb 21, 2023
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Asda names new chief customer officer

Feb 21, 2023

UK supermarket giant Asda has added to its senior leadership team, with the appointment of a David Hills as its new Chief Customer Officer. He will be responsible for overall customer communications across both the main Asda brand and its George fashion/lifestyle brand.

George at Asda

Hills will join later this year from rival Aldi, where he is currently Group Director, Marketing & Communications. He joined the German budget chain in 2007 and held a number of senior commercial roles before taking up his current position in 2013.

Asda’s acting Chief Customer Officer, Sam Dickson, will continue in this role until Hills arrives. He will then assume responsibility for strategic Asda and George brand customer propositions “with a focus on improving quality perception”.

Mohsin Issa, co-owner of Asda said: “Over the past 12 months, Asda has demonstrated its absolute focus on ensuring customers are at the heart of its decision making and as we continue to build our great brand for the future, [Hills’] expertise will bring a new perspective to our existing strength and breadth of leadership.”

He added: “The customer team led by Sam has delivered new customer propositions such as Just Essentials, and Dropped and Locked that show how we are supporting customers during these challenging times.

“Sam will support David when he joins before transitioning into a new role looking at strategic customer initiatives.”

Meanwhile, Asda also announced it has been “mutually decided” that Retail & Logistics Director Ken Towle will leave the business just a year after joining from groceries wholesaler Nisa.

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