Eyre, formerly the Chief Customer and Marketing Officer at Morrisons, brings extensive experience in retail marketing, brand strategy, and customer engagement. Her move to Asda is seen as a strategic effort by the retailer to sharpen its customer focus and reinforce its market positioning.
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AsdaAsda has announced the appointment of Rachel Eyre as its new Chief Customer Officer, marking a significant addition to its executive leadership team.
Eyre, formerly the Chief Customer and Marketing Officer at Morrisons, brings extensive experience in retail marketing, brand strategy, and customer engagement. Her move to Asda is seen as a strategic effort by the retailer to sharpen its customer focus and reinforce its market positioning.
During her tenure at Morrisons, Eyre led key functions including marketing, digital, customer insight, and public relations. She was credited with enhancing the supermarket’s customer-centric initiatives and revitalising its brand identity. Before joining Morrisons in 2021, she held senior roles at Sainsbury’s and Barclays, where she built a strong track record in marketing and commercial strategy.
Allan Leighton, Asda’s Executive Chairman, welcomed the appointment, saying:
“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.”
Commenting on her new role, Eyre said:
“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.”
Rachel Eyre is expected to join Asda following the completion of her notice period. She succeeds David Hills, who previously served in the role.
This leadership change comes at a critical time for Asda as it navigates the competitive dynamics of the UK grocery market and continues its drive to deliver value and service excellence to millions of customers across the country.
Source: Asda
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