George at Asda executive managing director Andrew Moore is to become the chief merchandising officer across Asda and George.

Moore will take on responsibilities for general merchandise at Asda alongside his position as at George.

He replaces Charles Redfield who joined the business in September 2010 from Wal-Mart’s US warehouse business, Sam’s Club. Redfield is moving on to a position outside of the business at the end of the month.

Asda category director Barry Williams will take on Redfield’s grocery responsibilities as trading director for food.

A spokesman said: “Andrew has got a really aggressive five year business plan. We want to grow our market share. We have put some great work in place bringing Apple products in and strengthening our clothing and customers are beginning to see the results.”

George has been credited as one of the key drivers as Asda recorded a 2.2% increase in like-for-like sales for the first quarter to March 31 today.