Asda has appointed Chris Chalmers as vice president, customer data and loyalty, as the retailer continues to strengthen its customer leadership team under new chief customer officer Rachel Eyre.

From January 2026, Chalmers is to lead the Asda Rewards loyalty programme, as well as oversee digital and performance marketing for both Asda.com and George.com.

His remit will also cover customer relationship management (CRM) and the ongoing development of the supermarket chain’s customer data strategy.

The new role marks a return to Asda for Chalmers, who previously served as digital marketing director from 2012 to 2017.

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The move will see Chalmers bring retail and digital experience, having also held senior roles at Tesco and Jet2, and most recently as customer director at JD Sports.

Chief customer officer Rachel Eyre said: “We’re pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy.

“This is a strategically critical role that will help us build stronger relationships with our customers through smarter use of data, improved digital experiences and a revitalised Rewards programme.”

Chalmers’ appointment is the second senior hire by Eyre in recent weeks, following the arrival of Charlotte Rhodes as vice president for own brand in September.