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Asda has announced the appointment of Rachel Eyre as the new chief customer officer, succeeding David Hills in the role.
Eyre joins from Morrisons where she was previously chief customer and marketing officer, responsible for the retailer’s customer service, brand, marketing, digital and PR activities.
Prior to joining Morrisons in 2021, she held a number of senior marketing and commercial roles with Sainsbury’s and Barclays.
On her appointment, Eyre said: “Asda is an iconic brand with a long heritage as a consumer champion. I look forward to working with Allan and the rest of 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.”
Allan Leighton, Asda’s executive chairman, added: “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 that the customer voice is our driving purpose and demonstrating how Rollback and Asda Price are delivering good, honest value to them.”
