Supermarket giant Asda poaches Morrisons executive as new customer officer

Eyre was previously chief customer and marketing officer for Morrisons, where she was in charge of the supermarket’s customer service, brand, marketing, digital and public relations.

Prior to joining Morrisons in 2021, Eyre previously worked for Sainsbury’s and Barclays in senior marketing and commercial roles.

She takes over from David Hills, who announced he was stepping down from his role as chief customer officer in March after 18 months in the job.

Hills helped spearhead the return of Asda’s Rollback campaign.

Asda executive chairman Allan Leighton said: “Rachel is an experienced leader with a strong track record in grocery retail and we are delighted to welcome her to Asda.

“She will play a pivotal role in ensuring that the customer voice is our driving purpose and demonstrating how Rollback and Asda Price are delivering good, honest value to them.”

Eyre said: “Asda is an iconic brand with a long heritage as a consumer champion. I look forward to working with Allan and the rest of the team to ensure the voice of the customer is the beating heart of Asda as we re-establish ourselves as the lowest-priced full-service supermarket in the country.”