Jo Whitfield is returning to Asda after eight years, rejoining the supermarket’s board of directors as a non-executive director.

Whitfield previously held senior leadership roles across operations, ecommerce, general merchandise, and Asda Money & Mobile. In her new role, she will focus on supporting the growth of the retailer’s Express convenience store format.

Whitfield stepped down from her post as Matalan CEO in October last year after making “significant progress” in its turnaround strategy, including reshuffling its top team and the re-establishment of its “value credentials”. She also served as chief executive of Food at Co-op from 2017 to 2022.

Asda executive chairman Allan Leighton said: “Jo is one of the UK’s most experienced retail leaders and has a deep knowledge of the food retail, convenience and fashion markets.

“She also understands Asda’s DNA and the role this business plays in delivering value for hard-working families. We are delighted to welcome her back to Asda.”

Whitfield added: “Asda is one of the biggest names in retail and plays an important role in the daily lives of millions of customers and communities throughout the UK. It is a business that I have a strong affinity with and I look forward to working with Allan and the rest of the leadership team to help Asda get back on track.”

Her appointment comes as the retailer continues to make key leadership changes to help turnaround its poor sales.

Last month, Morrisons executive group operations director David Lepley joined Asda as chief supply chain officer, while Liz Evans, who currently leads the George clothing brand, took up the position of chief commercial officer for non-food and retail.

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