She will head an eight-strong buying team aiming to expand Iceland’s customer offer and new product development in fish, pizza, ice cream, ready meals and desserts.
Shayle’s appointment follows Iceland’s decision to divide buying into frozen prepared and frozen commodities, managed by Des Dunbar who was head of the entire frozen team. Both report to Iceland buying director Karl Martin.
Shayle’s role at Asda will be
covered by Barbara Langoim and Sanjib Dosanjh until a replacement is appointed. Both are buying managers for the multiple’s papershop category. Shayle worked for Asda for 10 years, joining as a marketing manager and working her way through buying roles covering areas including fresh pizzas and foreign foods.
In her last post at the retailer she was responsible for sectors including news media, books and stationery.
She said: “Iceland will be really challenging itself and working with suppliers to spearhead innovation.”
Martin added: “Steph is joining Iceland at a great time; the new store format rollout programme has nearly reached its 100th store and the customer offer is at its strongest.
“Steph will be an intrinsic player in developing this offer.”