Aldi’s former group director of marketing and communications, David Hills, has joined rival supermarket chain Asda as its new chief customer officer.
In his new role, Hills will be responsible for overseeing the strategy and development of Asda’s total customer proposition, marketing and brand management.
He replaces the outgoing Sam Dickson, who will now assume responsibility for Asda-brand customer propositions with a focus on improving quality perception.
“Earlier this year we announced that David would join as our new Chief Customer Officer and I am delighted to welcome him to Asda today,” Asda co-owner Mohsin Issa said.
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“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.”
Hills initially joined Aldi in 2007 and held a range of senior commercial roles before being promoted into his most recent position in 2012. Prior to this, he spent nine years at FMCG giant Kellogg’s.
Hills added: “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.”
