Asda has embarked on a leadership shake-up as it names former Aldi executive David Hills as new chief customer officer and announced logistics director Ken Towle will step down less than a year after starting the job. 

Towle will leave his role as retail and logistics director at Asda, 10 months after joining from Nisa, in a decision the retailer said was “mutually decided”.

David Hills will join Asda as chief customer officer and begin his role later this year, taking the reins from acting chief customer officer Sam Dickson.

Hills’ career has included various senior commercial roles and he previously worked at Kellogg’s in both the UK and Australia for nine years.

In his new role as CCO, he will take on the responsibility for “strategic Asda and George brand customer propositions with a focus on improving quality perception”.

Asda’s co-owner Mohsin Issa said: “I am delighted to welcome David to our business. 

“Over the past 12 months, Asda has demonstrated its absolute focus on ensuring customers are at the heart of its decision-making and as we continue to build our great brand for the future, his expertise will bring a new perspective to our existing strength and breadth of leadership.

“The customer team led by Sam has delivered new customer propositions such as Just Essentials and Dropped & Locked that show how we are supporting customers during these challenging times.

“Sam will support David when he joins before transitioning into a new role looking at strategic customer initiatives. 

“I would also like to thank Ken Towle for his contribution to the business and wish him the best for the future.”

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