People Moves

Asda unveils leadership reshuffle

Kristian Horabin will also join Asda at the end of July as VP Ambient, joining from her current role as group buying director with Aldi and the national lead on Brexit and Quality

Asda has unveiled confirmed changes to its leadership team as Meg Farren, chief customer officer, is set to leave the business this summer to take up the role of general manager of KFC, UK and Ireland.

Farren will hand over her role to Sam Dickson, vice president (VP) Asda Brand and Proposition, in the coming months. Dickson will lead the Customer Team on an interim basis, having joined Asda in 2021 from Waitrose.

Dickson has led the reinvention of Asda’s Extra Special and Smart Price ranges, with its new expanded value range, Just Essentials landing in stores nationwide this month.

Farren joined Asda from KFC last year, where she had spent 10 years. During her time at Asda, she has worked on developing Asda’s new brand vision and purpose, and has led a number of campaigns – including the launch of ‘Dropped and Locked’, a £45m investment in lowering and locking the price of over 100 family items until the end of the year.

Additionally, Kristian Horabin will join Asda at the end of July as VP Ambient. Currently a group buying director with Aldi and the national lead on Brexit and Quality, Horabin has held various roles in Aldi’s Commercial team across Ambient, Fresh and GM over the last nine years.

Asda also confirmed that Kris Comerford, incoming chief commercial officer, will arrive in the business next month to take on the role, as announced earlier this year.

Mike Snell, who has led the Commercial Team on an interim basis, will hand over to Comerford over the summer, before leaving Asda in September to take on a new role. It was also confirmed that Jane Berry has been appointed to managing director of IPL, Asda’s wholly owned procurement and logistics business.

Mohsin Issa, co-owner of Asda, said: “We are truly sad to see Meg leave Asda, but also incredibly proud to see her take on this new opportunity to lead KFC in the UK and Ireland. 

“I would like to take this opportunity to thank Mike for all his work leading the Commercial Team over the last six months, and for his many years of service at Asda and leading IPL. He has been a great asset to our business.”

He added: “I am delighted to welcome Kristian to our business and congratulate Jane on her appointment within IPL. I look forward to welcoming Sam and Kris to our leadership team alongside Hayley, Helen, John, Ken, Mark and Simon – where I know they will have a great impact in their roles and continue to grow our business for our customers.”

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