Asda appoints new Chief Customer Officer
Published on: Sep 1, 2023
David Hills will take over from Sam Dickson, who is set to focus on improving quality perception for customer propositions.
Asda announced the appointment of David Hills as its new Chief Customer Officer. The new addition comes from a tenure in Aldi, where he was previously Group Director Marketing and Communications. He joined the discounter in 2007 and held a number of senior commercial roles before taking up his current position in 2012.
“He brings a wealth of retail and grocery-sector experience to our business and will play a pivotal role in driving our customer strategy forward as we work towards our ambition of becoming the UK’s number two grocery retailer,” said Mohsin Issa, Asda’s co-owner.
Prior to joining Aldi, David spent nine years at Kellogg’s across a variety of sales, category management and customer marketing leadership roles in the UK and Australia.
As Chief Customer Officer, he will be responsible for the strategy and development of the retailer’s total customer proposition, marketing and brand management. He takes over from Sam Dickson, who will assume responsibility for Asda-brand customer propositions with a focus on improving quality perception.
“It is a privilege to lead the customer team at such an iconic British brand that has a long heritage as a consumer champion. This is an exciting time to join Asda as it accelerates its growth in convenience and omni-channel retail, bringing outstanding quality products at incredible value to many more communities throughout the UK,” commented Hills.
