Asda has appointed Tom Hampson as vice president of marketing, tasking the former B&Q executive with driving growth across the supermarket chain and its George clothing brand as the retailer seeks to strengthen its competitive position.


Hampson will join in June and report to Rachel Eyre, chief customer officer, leading marketing teams for both Asda and George. He arrives with experience spanning several major British retailers, including Sainsbury's, Morrisons and Mamas & Papas, where he delivered brand and digital strategies whilst modernising marketing operations.

The appointment reinforces Asda's focus on customer insight and proposition development as the grocer contends with intense competition in the UK supermarket sector. Hampson's track record includes transforming marketing functions to improve performance in challenging retail environments.

Eyre said Hampson was "an experienced and passionate customer and marketing leader who has led transformation and growth through marketing with a number of major UK retailers". She added that he "brings deep expertise in customer insight, proposition development and team leadership and will play a pivotal role in driving the growth agenda for two powerhouse British brands".

The hire comes as Asda works to revitalise its market position following a period of operational challenges. The retailer has been investing in leadership across its customer-facing functions, with Eyre herself appointed to the newly created chief customer officer role as part of a broader restructuring.

Hampson's remit will encompass both the core Asda grocery brand and George, the clothing line that operates across Asda stores and standalone locations. The dual responsibility reflects the strategic importance of both divisions to the company's overall growth strategy.

His most recent role at B&Q, the home improvement chain owned by Kingfisher, involved implementing marketing strategies in a retail environment facing shifting consumer behaviour and digital transformation pressures. That experience is expected to prove valuable as Asda continues adapting to changing shopping patterns and increased online competition.

The appointment takes effect in June, giving Asda several months to integrate Hampson into the senior leadership team ahead of the crucial autumn trading period.

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