Asda’s has confirmed it is to lose its chief customer officer David Hills just 18 months after he joined from Aldi, as he heads off to a new destination at Jet2.
Hills, who was marketing director at the discounter, joined Asda in September 2023 and has been at the forefront of its turnaround efforts both under the Issa brothers and more recently Allan Leighton.
He recently led the reintroduction of Rollback, a key part of Leighton’s fightback on price.
A year ago he also launched its Aldi and Lidl price match scheme, which was dumped by Leighton when he arrived at the helm.
Prior to joining Asda, Hills worked at the discounter from 2007, holding a number of senior commercial roles before taking up his position as marketing chief in 2012.
Before that he spent nine years at Kellogg’s across a variety of sales, category management and customer marketing leadership roles in the UK and Australia.
An Asda spokesperson told Retail Week, which first revealed the news: “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.”
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