Asda has appointed Rachel Eyre, the marketing director at Morrisons, as its new Chief Customer Officer.
Eyre previously held the role of Chief Customer and Marketing Officer at Morrisons, overseeing the grocer’s customer service, brand, marketing, digital, and PR functions.
Before joining Morrisons in 2021, Eyre held several senior marketing and commercial positions at Sainsbury’s and Barclays.
Eyre succeeds David Hills, the former Chief Customer Officer at Asda, who announced his departure from the supermarket in March after 18 months in the role.
Hills recently spearheaded the revival of Asda’s Rollback campaign, which was reintroduced as the retailer aimed to restore its fortunes.
Allan Leighton, Asda's executive chairman, said: “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.”
Eyre added: “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.”
