Asda has appointed Morrisons customer and marketing boss Rachel Eyre as its new chief customer officer.

Eyre, who will succeed David Hills, joins from Morrisons where she was responsible for the supermarket chain’s customer service, brand, marketing, digital and PR activities.

Prior to joining Morrisons in 2021, Eyre held a number of senior marketing and commercial roles with Sainsbury’s and Barclays.

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Asda executive chairman 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.”

Eyre added: “Asda is an iconic brand with a long heritage as a consumer champion. 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.”

It marks the latest shake-up in the grocer’s senior team after Asda appointed former Tesco UK and ROI people director James Goodman as its new chief people officer last month, replacing Hayley Tatum.