Asda announces departure of creative & marketing VP

Asda has announced the departure of its creative and marketing vice president Eilidh Macaskill. 

She is set to leave the Big 4 grocer after five “happy and very successful” years, according to chief people officer Hayley Tatum.  

Macaskill joined the retailer in 2016 as the leader of the creative, design and marketing teams.  

Before this, she was the global marketing director for Monsoon Accessorize from 2014 to 2016 and the editor-in-chief of InStyle magazine from 2009 to 2013.  

The news follows an article published by Asda in October 2020, in which Macaskill shared her experience with breast cancer, describing the treatment and recovery as “very painful.”  

READ MORE: Asda rolls out Covid booster jabs across 75 stores

“Initially it felt like a bereavement because work was so important to me,” Macaskill said.  

“It took me a long time to realise that this was my life now for the next few months.  

“My job is 24/7 – it’s very full on – so it’s not something you can dip in and out of because that’s not fair to the team.” 

The news of Macaskill’s decision to resign from her position has been circulated in a note to Asda staff from Tatum.  

“Whilst I was sorry to hear this news, I do respect that it is the right time for Eilidh,” Tatum said.  

“Eilidh has made a huge contribution to our customer team with her creativity, energy and relentless focus on our customers. 

“She has been behind our fantastic customer communication campaigns over recent years, not least the return of the Pocket Tap and some of our wonderful Christmas campaigns.” 

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