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Asda appoints new chief customer officer

David Hills will be responsible for strategic Asda and George brand customer propositions with a focus on improving quality perception

Asda has announced the appointment of David Hills as the retailer’s new chief customer officer. The current acting CCO, Sam Dickinson, will continue in the role until Hills arrives. 

Currently, Hills is the current group director of marketing and communications at Aldi. He joined the discounter in 2007 where he held a number of senior commercial roles before taking up his current position in 2013. 

Prior to joining Aldi, he worked at Kellogg’s in the UK and Australia for nine years.

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In his upcoming role as chief customer officer at Asda, he will be responsible for strategic Asda and George brand customer propositions with a focus on improving quality perception. 

In addition, Asda has also announced that its retail and logistics director, Ken Towle, will leave the business a year after joining from Nisa, a decision that has been “mutually” decided. 

Mohsin Issa, co-owner of Asda, said: “I am delighted to welcome David to our business. Over the past 12 months, Asda has demonstrated its absolute focus on ensuring customers are at the heart of its decision making and as we continue to build our great brand for the future. His expertise will bring a new perspective to our existing strength and breadth of leadership.

“The customer team led by Sam has delivered new customer propositions such as Just Essentials, and Dropped and Locked that show how we are supporting customers during these challenging times.” 

He added: “Sam will support David when he joins before transitioning into a new role looking at strategic customer initiatives. I would also like to thank Ken Towle for his contribution to the business and wish him the best for the future.”

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