Asda’s LS Eleven retail media and insights director Jon Beill has stepped down after two-and-a-half years with the supermarket giant.

Beill helped establish LS Eleven during his first year at the grocer before focusing on expanding and transforming Asda’s existing retail media and customer insights operation.

Announcing his departure on LinkedIn, Beill described working at Asda during a period of significant transformation as challenging, but said building LS Eleven alongside its leadership team had been among the most exciting projects of his career.

During his tenure, Beill oversaw the launch and expansion of Asda Access, the supermarket’s off-site advertising proposition, as well as trials of digital screens across its store estate.

His team also developed new advertising formats for Asda.com, created plans for a wider rollout of in-store digital screens during 2026 and expanded the grocer’s in-store media partnerships with branded suppliers.

Other projects included the launch of a new online customer insights proposition and Asda’s 2024 Christmas campaign, which featured two branded partners within its television advert.

Beill said details of his next role would be announced “very very soon”, adding that he would first be taking a holiday.

LS Eleven was launched in May 2024 as a dedicated, fully integrated retail media business within Asda’s customer division.

The operation, whose name is inspired by the postcode of Asda’s Leeds headquarters, was established in partnership with retail media specialist SMG and replaced the supermarket’s former Asda Media Partnerships offering.

The division uses Asda’s stores, website, loyalty data and other customer touchpoints to help suppliers run targeted advertising campaigns and measure their performance.

Asda has not yet announced Beill’s replacement.

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