Asda has bolstered its leadership team again with the appointment of Charlotte Rhodes as Vice President for Own Brand.
Rhodes has spent the last decade working at Australian supermarket chain Coles, where she held senior roles in category management and brand transformation.
Prior to that, she served as Business Unit Director for Fresh Food at Sainsbury’s, leading strategic initiatives across fresh categories.
Rhodes will take up her new role at Asda from early December.
Rachel Eyre, the group’s Chief Customer Officer, commented: “We are delighted to welcome Charlotte to Asda. Her deep expertise in brand development will be important as we strengthen our own-brand ranges to ensure they continue to deliver the quality and value that our customers expect.”
Earlier this week, it was reported that Asda has invited key suppliers to a ‘reset’ conference on 7th October, which is thought to be a precursor to a significant range overhaul as part of the struggling supermarket’s turnaround plans.
