Asda has appointed Charlotte Rhodes as vice president of Own Brand, marking the first senior hire by new chief customer officer Rachel Eyre.

Rhodes, who joins on 1 December, brings more than two decades of retail experience, including spending 10 years at Coles in Australia.

Here, Rhodes held senior roles in category management and brand transformation, while also previously working at Sainsbury’s as business unit director for Fresh Food, leading strategy across its fresh categories.

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Rachel Eyre said Rhodes’ arrival would play a key role in strengthening Asda’s private label proposition.

“We are delighted to welcome Charlotte to Asda,” Eyre said.

“Her deep expertise in brand development will be important as we strengthen our own-brand ranges to ensure they continue to deliver the quality and value that our customers expect.”

The new appointment follows the supermarket chain in May poaching Morrisons customer and marketing boss Rachel Eyre as its new chief customer officer.