Asda chief customer officer David Hills has stepped down from his role after 18 months.

According to Retail Week the executive, who first joined the business in September 2023, is taking on a new role at value airline Jet2.

During his time at Asda, Hills was responsible for areas including marketing, consumer PR and brand strategy across both the supermarket and its George clothing business.

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Most recently, he led the relaunch of the grocers infamous Rollback campaign, which was re-introduced in January to improve Asda’s price proposition.

It marked the start of a string of changes at Asda. Executive chairman Allan Leighton recently declared that the supermarket was “beginning to see incremental improvements in our price gap“.

Leighton also warned of softer profits in the year ahead as the retailer embarks on a “substantive and well backed programme of investment in price, availability and the shopping experience” to regain customer trust.

Confirming Hills’ departure, an Asda spokesperson told Retail Week: “Earlier this year David Hills informed us of his decision to join Jet2. David will remain with Asda until later this year and we will announce his replacement shortly.”