Asda poaches KFC’s CMO as new chief customer officer

Asda has appointed Meg Farren as its new chief customer officer.  

Farren is set to join the Big 4 grocer in October this year, leaving her current position as chief marketing officer at KFC, a role which she has held since 2016.  

Farren began her career at JP Morgan Chase before spending five years working in strategy across multiple FMCG sectors. 

She went on to work in sales, brand marketing and category management for Gü Puds.  

She will be leading development and strategy for Asda’s total customer proposition, management and marketing of its brands and will oversee 250 colleagues at its Lutterworth and Leeds sites. 

Farren succeeds Anna-Maree Shaw, who left the role in January. 

Meanwhile, the grocer’s chief strategy officer, Preyash Thakrar, has been filling in for the position since Shaw’s departure and will continue in the role until Farren starts in Autumn.  

“I am delighted to welcome Meg to the Asda leadership team as chief customer officer – where she will play a pivotal role in driving our customer strategy forward,” Asda chief executive Roger Burnley said.  

READ MORE: Asda chief ethics & compliance officer to step down

“Meg brings a wealth of experience to this role from her time at KFC – and her combination of creative instinct and experience, customer centric approach and track record in leading high performing teams will be a great addition to Asda as we take the next exciting step forward on our journey. 

“I am also very grateful for all Preyash has delivered over the last year – stepping across to support the customer team as well as his role as chief strategy officer. I look forward to his continued contribution when he returns to his chief strategy officer role as part of our leadership team.” 

Issa brothers Mohsin and Zuber, who acquired the grocer in October 2020, added: “It’s great news that Meg is joining Asda at such as exciting time for the business, as we look to invest in online, source more food from UK farmers and enhance the customer offer. 

“Meg brings fantastic food, brand and customer experience from her role at KFC. We are delighted she will be part of the leadership team looking to support and grow this iconic, British brand.” 

Farren concluded: “I am beyond thrilled to join the team leading Asda into its next chapter. It is a real privilege to lead the customer team of such an iconic British brand that not only has such a rich heritage but also deep roots in its communities and a place in the heart of most British households. 

“I am looking forward to a big challenge and the chance to do epic things with a wonderful group of people.” 

MarketingPeopleSupermarkets

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