Rachel Eyre is set to join the retailer from Morrisons where she currently works as chief customer and marketing officer, with responsibility for the retailer’s customer service, brand, marketing, digital and PR activities.
Eyre is succeeding David Hills in the role at Asda and will join following the completion of her notice period.
Prior to joining Morrisons in 2021, Eyre held a number of senior marketing and commercial roles with firms including Sainsbury’s and Barclays.
Commenting on her impending arrival, Asda executive chair 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.”
Meanwhile, Eyre described Asda as an iconic brand that had a strong history of championing its customers.
“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,” she added.
In other retail news, Aldi is consulting with the general public about the best locations for new stores in the UK.
The discount retailer has urged members of the public to nominate areas where they would like to see an Aldi store open, with the most popular areas set to be considered by higher ups in the real estate team.
Aldi ran a similar initiative last year, which saw locations in London, Manchester and Derbyshire recognised as priority locations amongst shoppers. The retailer has more than 1,050 stores in the UK and aims to grow that number to 1,500.
“We’ve always believed that great quality food should be within everyone’s reach and many communities would therefore still benefit from having an Aldi nearby,” said Jonathan Neale, managing director of national real estate at Aldi UK.
“We’re always looking at key places where we see potential, but we also want to hear directly from the public about where the demand is greatest. Their input is invaluable as we continue to grow and bring Aldi’s unbeatable value to more areas across Britain.”
To nominate a town or area for consideration, customers can email Aldi directly and state the town they would like to nominate. Submissions close on 8 June 2025.
