Former Co-op boss Jo Whitfield is joining Asda’s turnaround efforts, returning to work with executive chairman Allan Leighton as a non-executive director.
Asda today declared Whitfield’s imminent arrival as a “significant appointment” for the retailer, and said it marked a return ‘home’ for Whitfield who has previously spent eight years in key Asda and George leadership roles.
She held a raft of senior positions across ecommerce, operations, commercial, general merchandise and Asda money & mobile from 2008 onwards.
Whitfield, who began her career at Ernst & Young, joined the Co-op as retail finance director in 2016 and was appointed retail chief executive a year later.
She held the role for five years and was awarded a CBE in the 2021 New Year honours for her work during the Covid pandemic.
After leaving the retailer Whitfield went on to serve as chief executive of Matalan, where she was credited with helping to stabilise the business, which featured a refocus on value.
She stepped down in October last year to embark on a portfolio career.
Leighton said Whitfield’s arrival will be a major boost to Asda as it continues its fightback following a traumatic 2024, which has seen it lose market share to the discounters and fellow supermarkets.
She will be particularly focused on continuing to grow Asda Express, thanks to her “significant expertise in food retail and deep understanding of convenience”.
Last week Asda launched a major Rollback price cut campaign and has vowed to create a price gap between Asda and all the other supermarkets within two years.
“Jo is one of the UK’s most experienced retail leaders and has a deep knowledge of the food retail, convenience and fashion markets,” said Leighton.
“She also understands Asda’s DNA and the role this business plays in delivering value for hard-working families. We are delighted to welcome her back to Asda.”
Whitfield said: “Asda is one of the biggest names in retail and plays an important role in the daily lives of millions of customers and communities throughout the UK. It is a business that I have a strong affinity with and I look forward to working with Allan and the rest of the leadership team to help Asda get back on track.”
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