Claire Harrison’s appointment follows the promotion of Barry Williams from chief merchandising officer for food to chief customer officer.
Harrison will join the supermarket group on 26 January from her Premier Foods role as category business unit director since 2012. Other work in her career has included leading retail teams at KFC, Boots, Unilever and Asda competitor Sainsbury’s. She will now join Lizzy Massey, vice-president of customer services, in reporting to Williams.
Harrison will focus on Asda’s marketing strategy with advertising, press, television slots and in-store marketing, while Massey will head Asda’s attempts to understand the customer and how the company drives engagement with shoppers to ensure it continues to “champion the customer”.
Williams said: “Her [Harrison’s] wealth of experience across the retail industry and marketing will be well placed within the Asda family. She will be leading a hugely skilled and professional team during an exciting period in our business and I look forward to her making her mark with us and our customers.”