Asda poaches new CCO from Aldi as part of leadership shuffle and director exit

Asda has poached a new chief customer officer from Aldi as part of a wider senior leadership team reshuffle.

Retail and logistics director Ken Towle will leave the business just one year after joining the supermarket from Nisa, in a move which Asda is describing as a mutual decision.

Currently group director, marketing and communications at Aldi, David Hills will be joining the Big 4 supermarket as chief customer officer later this year.

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Asda’s acting chief customer officer, Sam Dickson, will continue in the role until then. Once Hills takes over the role permanently, Dickson will assume responsibility for strategic Asda and George brand customer propositions with a focus on improving quality perception.

David joined the discounter in 2007 and held a number of senior commercial roles before taking up his current position in 2013. Prior to joining Aldi, David worked at Kellogg’s in the UK and Australia for nine years.

“I am delighted to welcome David to our business,” said Mohsin Issa, co-owner of Asda.

“Over the past 12 months,  Asda has demonstrated its absolute focus on ensuring customers are at the heart of its decision making and as we continue to build our great brand for the future, his expertise will bring a new perspective to our existing strength and breadth of leadership.

“The customer team led by Sam has delivered new customer propositions such as Just Essentials, and Dropped and Locked that show how we are supporting customers during these challenging times. Sam will support David when he joins before transitioning into a new role looking at strategic customer initiatives.

“I would also like to thank Ken Towle for his contribution to the business and wish him the best for the future.”



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