Asda poaches KFC executive as chief customer officer

Supermarket giant Asda has expanded its partnership with New Look to ten stores, following a successful trial.
“Since the start of the trial, we have seen an encouraging initial sales reaction and have now extended the partnership to 10 stores.”
// Asda hires KFC chief marketing officer Meghan Farren as its new chief customer officer
// Farren has been working with KFC since 2016
// She will join the Big 4 grocer this October

Asda has appointed KFC chief marketing officer Meghan Farren as its new chief customer officer.

Farren, who has been working with KFC since 2016, will join the Big 4 grocer this October.

She has previously worked at JPMorgan Chase and Gü Puds, and is the first external addition to Asda’s senior leadership team since the £6.8 billion takeover by the Issa brothers and TDR Capital was confirmed last month.

READ MORE: Asda to launch hybrid working model for head office staff

The appointment is likely to be one of several appointments by Asda’s new owners in the coming months as they seek to reshape the executive team.

Chief executive Roger Burnley revealed in the spring that he will leave the business early next year, while finance chief Rob McWilliam is being succeeded by deputy chief financial officer John Fallon.

Farren will be responsible for overseeing the development and strategy of Asda’s customer proposition, marketing and management of brands, heading up a team of more than 250 staff at central offices in Leeds and Lutterworth.

Asda chief strategy officer Preyash Thakrar has been leading the customer team on an interim basis following the departure of previous chief customer officer Anna-Maree Shaw in January.

Thakrar will continue to oversee the team until Farren joins in October when he will revert to his core strategy role.

“Meg brings a wealth of experience to this role from her time at KFC – and her combination of creative instinct and experience, customer-centric approach and track record in leading high-performing teams will be a great addition to Asda as we take the next exciting step forward on our journey,” Burnley said.

Farren added: “I am beyond thrilled to join the team leading Asda into its next chapter. It is a real privilege to lead the customer team of such an iconic British brand that not only has such a rich heritage but also deep roots in its communities and a place in the heart of most British households.

“I am looking forward to a big challenge and the chance to do epic things with a wonderful group of people.”

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