Asda has named Rachel Eyre, former marketing director at Morrisons, as its new chief customer officer. She succeeds David Hills, who stepped down in March after 18 months in the role.

Eyre previously served as chief customer and marketing officer at Morrisons, where she led the supermarket’s customer service, brand strategy, marketing, digital operations, and PR activities. She joined Morrisons in 2021 after holding senior marketing and commercial roles at Sainsbury’s for over five years, as well as positions at Barclays Bank.

Her appointment comes as Asda seeks to reinforce its position as a value-driven retailer. Hills, her predecessor, recently spearheaded the revival of Asda’s iconic Rollback campaign—a key initiative in the supermarket’s strategy to regain market competitiveness.

Asda’s executive chairman, Allan Leighton, said: “Rachel is an experienced leader with a strong track record in grocery retail, and we are delighted to welcome her to Asda. She will play a pivotal role in ensuring the customer voice remains our driving purpose, demonstrating how Rollback and Asda Price deliver honest value to shoppers.”

Eyre added: “Asda is an iconic brand with a long heritage as a consumer champion. I look forward to working with Allan and the team to ensure the voice of the customer is the beating heart of Asda as we re-establish ourselves as the lowest-priced full-service supermarket in the country.”

The leadership change follows Asda’s trial of a standalone George concept store in Leeds, which could replace the Asda Living brand nationwide if successful. The pilot store features George clothing, homeware, toys, and baby products, marking a strategic shift in the retailer’s non-food offerings.

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