Asda has named Chris Chalmers as its new vice president for customer data and loyalty, effective from January.
The appointment marks a return to the supermarket for Chalmers, who previously served as its digital marketing director from 2012 to 2017.
The exec has also held marketing and digital roles at Tesco and Jet2, and is currently global customer director for JD Sports.
Additionally, he worked as a consultant for rival supermarket Morrisons from 2023 to 2024.
Under his new role, Chalmers will lead the strategic development and execution of the grocer’s rewards customer loyalty programme, as well as digital and performance marketing for Asda.com and George.com.
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His duties also include customer relationship management for both brands and the advancement of Asda’s customer data strategy.
Asda chief customer officer Rachel Eyre said: “We are pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy.
“This is a strategically critical role that will help us build stronger relationships with our customers through smarter use of data, improved digital experiences and a revitalised rewards programme.”
Asda recently named Charlotte Rhodes as its new vice president for own brand, with the appointment effective from early December.
Earlier this month, the business’s IT chief Matt Kelleher also stepped down from the company, leading to a reshuffle of its senior team.
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