Asda has appointed its first chief digital officer as part of plans to expand its use of data to improve services for customers.

Matt Kelleher will join Asda in July from Morrisons, where he has been working as chief information officer.

In the new role, Kelleher will be responsible for Asda’s data and e-commerce functions. He will also lead all of Asda’s technology functions once its ongoing technology transformation project ‘Future’ is complete.

Asda said that move would support its long-term ambition to become the UK’s second largest grocery retailer, which also includes expanding its network of convenience stores to rival the likes of Sainsbury’s and Tesco.

In December, Asda opened 81 express stores, the most it has opened in a month. The store openings included conversions of recently acquired Co-op and EG UK stores as well as eight standalone Asda Express stores.

The supermarket chain now has 229 express stores in the UK, with plans to convert 254 sites by the end of the first quarter of 2024, bringing the total number of stores to 1000 across the UK and Northern Ireland by March 2024.

“This is an incredibly exciting time to be part of Asda as our business grows and develops for the benefit of our customers,” said Mohsin Issa, co-owner of Asda. “Our use of data and technology transformation is a critical element of our ongoing transformation and I am delighted that we continue to attract new talent and skills as we progress this important work.”

Asda has also announced the appointment of Atheeq Akbar as VP, commercial finance. Akbar will join the supermarket in June, reporting to chief financial officer Michael Gleeson.

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