Whitfield, who will join the retailer as a non-executive director “shortly”, spent eight years with Asda between 2008 and 2016 in various roles.
She then moved on to Co-op, where she subsequently spent five years as chief executive for the grocer’s food division.
During her time with the Co-op, Whitfield was awarded a CBE in the 2021 New Year honours for her work during the Covid pandemic.
Until last year, Whitfield worked as the CEO at clothing retailer Matalan, while she still holds board roles at Factory International and The Grocery Girls.
Following her arrival at Asda, Whitfield will have a particular focus on supporting the growth of Asda Express, the retailer’s convenience store brand.
“Jo is one of the UK’s most experienced retail leaders and has a deep knowledge of the food retail, convenience and fashion markets,” said Asda executive chair Allan Leighton.
“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.”
Getting Asda ‘back on track’
Prior to entering the retail sector, Whitfield – who is a qualified accountant – worked for Ernst & Young and was the financial controller at Northern Foods.
Commenting on her return, Whitfield praised Asda as one of the “biggest names in retail” that 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,” she added.
Asda’s leadership structure has undergone widespread changes in recent years, with Leighton returning to the business last year as executive chair.
The news also follows the recent appointment of new chief supply chain officer David Lepley, who joined Asda from Morrisons in January.
