Asda appoints JD exec as new loyalty boss

Asda has announced the appointment of JD Sports executive Chris Chalmers as vice president – customer data and loyalty effective from January 2026. ​

Chalmers will lead the strategic development and execution of the Asda Rewards customer loyalty programme, as well as digital and performance marketing for Asda.com and George.com.

His remit also includes customer relationship management (CRM) for both brands and the advancement of Asda’s customer data strategy.​

The appointment marks a return to Asda for Chris as he was previously digital marketing director from 2012 to 2017. He has also held marketing and digital roles at Tesco and Jet2 and is currently customer director for JD Sports. ​

Rachel Eyre, chief customer officer at Asda, said: “We are pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy. This is a strategically critical role that will help us build stronger relationships with our customers through smarter use of data, improved digital experiences and a revitalised Rewards programme.” ​

It comes after the appointment of Charlotte Rhodes as vice president, own brand, effective from early December.

Rhodes brings over 20 years of retail experience to Asda, including a decade at Coles in Australia, where she held senior roles in category management and brand transformation. Prior to her time in Australia, she was business unit director for fresh food at Sainsbury’s, where she led strategic initiatives across fresh categories.

It comes as the supermarket has revealed that it has created its first ever charity TikTok Shop for Breast Cancer Awareness Month, selling a discounted bundle of pink products.