Asda has hired Meghan Farren, chief marketing officer at KFC, as its new chief customer officer.

Farren initially started as an innovation director at the fast-food chain in November 2011, where she has also held the role of marketing director.

This marks the first addition to the supermarket’s leadership team since its £6.8 billion takeover by the billionaire Issa brothers and TDR Capital was approved by the Competition and Markets Authority (CMA) in June.

Farren has previously held roles at JP Morgan, management consultancy Marakon, and Gü Puds.

Farren is set to oversee the development and strategy of Asda’s customer proposition, marketing, and brand management.

The executive will also lead a team of more than 250 staff at the supermarket’s central offices in Leeds and Lutterworth.

Asda’s previous chief customer officer Anna-Maree Shaw left the company in January 2021, and chief strategy officer Preyash Thakrar has been leading the customer team in the interim.

Asda chief executive Roger Burnley revealed in March that he will leave the business in early 2022 after the takeover is finalised.

“It is a real privilege to lead the customer team of such an iconic British brand that not only has such a rich heritage, but also deep roots in its communities and a place in the heart of most British households,” said Farren. “I am looking forward to a big challenge and the chance to do epic things with a wonderful group of people.”

“Meg brings a wealth of experience to this role from her time at KFC – and her combination of creative instinct and experience, customer centric approach, and track record in leading high performing teams will be a great addition to Asda as we take the next exciting step forward on our journey,” said Burnley.

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