Asda retail boss leaves after less than a year as it poaches Aldi exec


By guest author Georgia Wright from the Retail Gazette

February 20, 2023

Caption courtesy ba the Retail Gazette

·      Asda announces changes to its senior leadership team including the appointment of a new Chief Customer Officer

·      David Hills will join as Chief Customer Officer later this year from Aldi

Asda has unveiled changes to its senior leadership team including the appointment of Aldi executive David Hills to the role of chief customer officer.

Hills will join the supermarket later this year from Aldi, where he is currently group director, marketing & communications.

Asda’s acting chief customer officer Sam Dickson will continue in this role until Hills arrives and will then assume responsibility for strategic Asda and George brand customer propositions with a focus on improving quality perception.

The grocer also said it has been mutually decided that retail & logistics director Ken Towle will leave the business a year after joining from Nisa.

Asda co-owner Mohsin Issa 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.

“The customer team led by Sam has delivered new customer propositions such as Just Essentials, and Dropped and Locked that show how we are supporting customers during these challenging times. Sam will support David when he joins before transitioning into a new role looking at strategic customer initiatives. I would also like to thank Ken Towle for his contribution to the business and wish him the best for the future.”

Last week, the supermarket increased the hourly pay for its colleagues by 10%.

The grocer has invested £141m to increase the hourly-pay for 115,000 colleagues who work across its 633 stores.

The new rates exceed National Living Wage and Real Living Wage rates and follow an 8% pay increase for hourly-paid retail roles during 2022.