Asda’s HR director left the grocer last week to seek opportunities in Europe.

Chet Kuchinad joined Asda in 2009 as executive people director, moving from Starbucks in Seattle where he was executive vice president, HR.

Asda said that Kuchinad missed the wider international remit he had in previous roles and is seeking a new role in Europe.

A spokesman for Asda said Kuchinad “made an important contribution to our people strategy and leaves the team stronger than when he arrived”. He added: “We’re grateful for his work in leading the people team and wish him all the best for the future.”

Asda expects to announce a replacement “in a matter of weeks”.

Kuchinad has also previously held roles with Nike and McDonald’s.

Kuchinad’s departure is the latest in a string of changes at Asda since new chief executive Andy Clarke took over. Chairman Andy Bond has left, along with strategy director Doug Gurr. Former Tesco director Simon King joined this month, along with Walmart lifer Charles Redfield late last year.

The move comes as the supermarket price war looks set to intensify as Tesco is to complain to the Advertising Standards Authority over what it branded the “confusing and misleading” pledge from Asda to be at least 10% cheaper than its rivals.

Tesco told the Financial Times the scheme is “a cynical ploy to mislead customers using a flawed comparison that excludes about half of Tesco’s range, including everyday items. Tesco will also start accepting the vouchers Asda issues to customers.

Asda told the paper: “Clearly the truth on pricing hurts. But our customers aren’t complaining about our simple promise to be 10% cheaper or give them the difference.”