Asda appoints new chief customer officer

Asda has announced that David Hills has joined the supermarket today (1 September) as its new chief customer officer.

Hills joins from Aldi, where he was previously group director marketing and communications. He joined the discounter in 2007 and held a number of senior commercial roles before taking up his current position in 2012. 

Prior to joining Aldi, he spent nine years at Kellogg’s across a variety of sales, category management and customer marketing leadership roles in the UK and Australia.

As chief customer officer, he has responsibility for the strategy and development of Asda’s total customer proposition, marketing and brand management. He takes over from Asda’s acting chief customer officer Sam Dickson, who will assume responsibility for Asda-brand customer propositions with a focus on improving quality perception. 

Mohsin Issa, Asda’s co-owner, said: “Earlier this year we announced that David would join as our new chief customer officer and I am delighted to welcome him to Asda today. He brings a wealth of retail and grocery-sector experience to our business and will play a pivotal role in driving our customer strategy forward as we work towards our ambition of becoming the UK’s number two grocery retailer.” 

Regarding his appointment, Hills said: “It is a privilege to lead the customer team at such an iconic British brand that has a long heritage as a consumer champion. This is an exciting time to join Asda as it accelerates its growth in convenience and omni-channel retail, bringing outstanding quality products at incredible value to many more communities throughout the UK.”