Asda poaches KFC executive as chief customer officer

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Asda has hired KFC executive Meghan Farren as its new chief customer officer.

The supermarket giant said Farren, who has been KFC’s chief marketing officer in the UK and Ireland since 2016, will join the grocer in October.

Farren, who previously worked at JPMorgan Chase and Gü Puds, is the first external addition to Asda’s senior leadership team since the £6.8bn takeover by the Issa brothers and TDR Capital was rubber-stamped by competition authorities last month.

It is likely to be one of several appointments by Asda’s new owners in the coming months as they seek to reshape the executive team. Chief executive Roger Burnley revealed in the spring that he will leave the business early next year, while finance chief Rob McWilliam is being succeeded by deputy chief financial officer John Fallon.

Farren will be charged with overseeing the development and strategy of Asda’s customer proposition, marketing and management of the grocer’s brands, heading up a team of more than 250 staff at central offices in Leeds and Lutterworth.

Asda chief strategy officer Preyash Thakrar has been leading the customer team on an interim basis following the departure of previous chief customer officer Anna-Maree Shaw in January.

Thakrar will continue to oversee the team until Farren joins in October when he will revert to his core strategy role. That remit includes responsibility for enhancing Asda’s shop-in-shop partnerships with other retailers such as B&Q and The Entertainer.

Burnley said: “I am delighted to welcome Meg to the Asda leadership team as chief customer officer, where she will play a pivotal role in driving our customer strategy forward. Meg brings a wealth of experience to this role from her time at KFC – and her combination of creative instinct and experience, customer-centric approach and track record in leading high-performing teams will be a great addition to Asda as we take the next exciting step forward on our journey.”

Farren added: “I am beyond thrilled to join the team leading Asda into its next chapter. It is a real privilege to lead the customer team of such an iconic British brand that not only has such a rich heritage but also deep roots in its communities and a place in the heart of most British households. I am looking forward to a big challenge and the chance to do epic things with a wonderful group of people.”