Asda poaches Morrisons marketing boss to push turnaround

Asda has poached Morrisons’ marketing boss Rachel Eyre, who is to take over as the supermarket’s new chief customer officer following David Hills’ departure later this year.

Eyre has been group marketing director at Morrisons since April 2021, having previously spent almost six years in senior roles at Sainsbury’s.

Whilst at Morrisons she led the marketing behind the launch of its More Card in 2023, and also spearheaded the return of its ‘More Reasons to Shop at Morrisons’ advertising campaign which was part of the same marketing blitz.

Eyre has previously been tipped as one of grocery’s top talents and her appointment will be seen as a coup for Asda boss Allan Leighton as he bids to get Asda back firing on all cylinders.

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“Rachel is an experienced leader with a strong track record in grocery retail and we are delighted to welcome her to Asda,” Leighton said.

“She will play a pivotal role in ensuring the customer voice is our driving purpose and demonstrating how Rollback and Asda Price are delivering good, honest value to them.”

Eyre said: “Asda is an iconic brand with a long heritage as a consumer champion. I look forward to working with Allan and the rest of the team to ensure the voice of the customer is the beating heart of Asda as we re-establish ourselves as the lowest-priced full-service supermarket in the country.”

She will join upon completion of her notice period, succeeding Hills, who it was announced last month was leaving Asda later in the year to join Jet2.

Hills, who was previously marketing director at Aldi, joined Asda in September 2023 and has been at the forefront of its turnaround efforts both under the Issa brothers and more recently Leighton.

Morrisons: Eyre’s replacement

Meanwhile, replacing Eyre at Morrisons is former Lidl marketing boss Claire Farrant, who will start with the retailer on 3 June.

Farrant joins from BP where she was CMO/VP mobility and convenience Europe for almost two years.

Prior to BP Farrant spent 18 years in senior roles in the UK grocery sector, including over eight years as marketing director of Lidl UK and almost a decade in a number of high-profile roles at Tesco.

She will work alongside Matt McLellan, who joins from Asda at the beginning of June in the newly created role of group data and media director.

Morrisons CEO Rami Baitiéh said: “Claire has an outstanding record in UK grocery and her deep experience, clear customer focus and proven strategic marketing skills will make her a valuable new addition to our senior team.

“I look forward to welcoming Claire to Morrisons in early June.

He added: “I would also like to thank Rachel for her contribution to Morrisons over several years and wish her the very best for the future.”