Asda yesterday announced several changes to its senior leadership team, including the appointment of new Chief Customer Officer David Hills from Aldi and the early departure of its Retail & Logistics Director Ken Towle.
Hills will join the supermarket later this year from Aldi, where he is currently Group Director, Marketing & Communications. He joined the discounter in 2007 and held a number of senior commercial roles before taking up his current position in 2013. Prior to joining Aldi, Hills worked for Kellogg’s in the UK and Australia for nine years, latterly as UK Customer Marketing Controller.
Mohsin Issa, co-owner of Asda, said: “I am delighted to welcome David to our business. Over the past 12 months, Asda has demonstrated its absolute focus on ensuring customers are at the heart of its decision-making, and as we continue to build our great brand for the future, his expertise will bring a new perspective to our existing strength and breadth of leadership.”
Asda’s acting Chief Customer Officer, Sam Dickson, will continue in the role until Hill takes up the post. He will then assume responsibility for the Asda and George brand customer propositions with a focus on “improving quality perception”.
Meanwhile, Asda stated that the departure of Towle was “mutually decided”. He joined the business ten months ago after having been Chief Executive of Nisa for four years. Towle had previously spent 30 years with Tesco, where he worked in a variety of senior director roles.
“I would also like to thank Ken Towle for his contribution to the business and wish him the best for the future,” Issa commented.
Asda had a tough start to 2022 but returned to quarterly sales growth towards the end of the year. More recent industry data shows its performance is now matching that of Tesco and Sainsbury’s after it extended its value range and rolled out a new loyalty scheme.
NAM Implications:
- The key for Asda is to devolve autonomy to expert management…
- …if possible.
- Otherwise more unsettling rotation at senior level.
