Asda chief customer officer steps down after 18 months

Asda’s chief customer officer David Hills is stepping down from the grocer, after joining the business in September 2023.

The executive is leaving to join airline company Jet2, Retail Week reported, with the move believed to be followed by further senior staff members exiting as Asda pushes forward with its turnaround.

Hills recently led the revival of Asda’s Rollback campaign, which was brought back as the supermarket seeks to revive its fortunes.

Before joining Asda, Hills served as group director marketing and communications at Aldi UK for more than a decade.

Speaking to Retail Week, an Asda spokesperson said: “Earlier this year David Hills informed us of his decision to join Jet2.

“David will remain with Asda until later this year and we will announce his replacement shortly.”

The news comes as the supermarket pushes forward with its turnaround programme, with former CEO Allan Leighton having returned as executive chairman to lead its recovery efforts in November.

Leighton recently laid out his four point game plan for turning around the retailer and “regaining customers’ trust,” with his plan focussing on price, product ranges, people and the store experience.

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