Asda has appointed Charlotte Rhodes as its new vice president, own brand, effective from early December.
Rhodes brings over 20 years of retail experience to Asda. Prior to joining the business, she spent a decade at Australian supermarket Coles, where she held senior roles in category management and brand transformation.
Before her time in Australia, she worked as Sainsbury’s business unit director for fresh food, where she led strategic initiatives across fresh categories.
Asda chief customer officer Rachel Eyre said: “We are delighted to welcome Charlotte to Asda.
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“Her deep expertise in brand development will be important as we strengthen our own-brand ranges to ensure they continue to deliver the quality and value that our customers expect.”
In June, Asda named Darren Blackhurst as its chief commercial officer for food, marking his return to the business after more than a decade.
Blackhurst, who previously held the same role at the supermarket between 2006 and 2010, took up the position at the end of July, succeeding Kris Comerford.
Earlier this year, the grocery giant also appointed Morrisons’ marketing director Rachel Eyre as its new chief customer officer.
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