Exclusive: A member of Asda’s executive committee who has played a frontline role in its price offensive is leaving the grocer, Retail Week can reveal.
Asda chief customer officer David Hills is exiting the supermarket after just 18 months in post.
Hills, who joined Asda in September 2023 after being wooed away from Aldi where he had spent 16 years, most recently led the reintroduction of Rollback – the key first stage of a longer-term price-cutting initiative following the return of Asda legend Allan Leighton as he seeks to turn around the embattled giant.
Hills’ departure is not a sign of tension on Asda’s executive committee. He has decided to join value airline Jet2. However, it is thought that his decision may be followed by other senior staffers as Asda embarks on a revival programme that will take some time to complete. Leighton has made clear that Asda’s turnaround is likely to take several years.
An Asda spokesperson confirmed Hills’ departure and told Retail Week: “Earlier this year David Hills informed us of his decision to join Jet2. David will remain with Asda until later this year and we will announce his replacement shortly.”
Hills relaunched Rollback in January, as a precursor to a more intensive price-cutting campaign as Asda seeks to restore value credentials eroded in recent years. The grocer intends to shift its entire product range to a new low ‘Asda Price’ by the end of 2026.
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