Supermarket giant Asda has poached JD Sports’ customer director to head up its customer data and loyalty arm.
The supermarket has today announced the appointment of Chris Chalmers as its new vice-president – customer data and loyalty. He will take up his new role in January 2026 and joins from JD Sports, where he is currently customer director.
It marks a return to Asda for Chalmers, who was previously digital marketing director at the supermarket between 2012 and 2017. He has also held marketing and digital roles at Tesco and Jet2, before joining JD Sports.
In his new role, Chalmers will be responsible for leading on “the strategic development and executive of the Asda Rewards customer loyalty programme, as well as digital and performance marketing for Asda.com and George.com”.
Asda said his remit will also include “Customer Relationship Management (CRM) for both brands, and the advancement of Asda’s customer data strategy”.
Chief customer officer at Asda, Rachel Ayre said: “We are pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy. This is a strategically critical role that will help us build stronger relationships with our customers through smarter use of data, improved digital experiences and a revitalised Rewards programme.”
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