Asda has named Morrisons’ marketing director Rachel Eyre as its new chief customer officer.
Eyre previously served as chief customer and marketing officer for Morrisons, where she was in charge of the rival grocer’s customer service, brand, marketing, digital and PR activities.
Prior to joining Morrisons in 2021, Eyre held various senior marketing and commercial roles with Sainsbury’s and Barclays.
Eyre succeeds former Asda chief customer officer David Hills, who announced that he was stepping down from the supermarket in March after 18 months.
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Hills recently led the revival of Asda’s Rollback campaign, which was brought back as the retailer sought to revive its fortunes.
Asda executive chairman Allan Leighton said: “Rachel is an experienced leader with a strong track record in grocery retail and we are delighted to welcome her to Asda.
“She will play a pivotal role in ensuring that the customer voice is our driving purpose and demonstrating how Rollback and Asda Price are delivering good, honest value to them.”
Eyre added: “Asda is an iconic brand with a long heritage as a consumer champion. I look forward to working with Allan and the rest of the team to ensure the voice of the customer is the beating heart of Asda as we re-establish ourselves as the lowest-priced full service supermarket in the country.”
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