Asda has followed up the promotion of Barry Williams from chief merchandising officer for food to chief customer officer with confirmation that Claire Harrison will join as Vice President of Marketing.

Harrison will join from Premier Foods, where she has been category business unit director since 2012. She will take up her new role at the Leeds-based supermarket group on January 26.

Harrison has led retail marketing teams at KFC, Boots, Unilever, and Sainsbury’s, and will join Lizzy Massey, Vice President of Customer Services, in reporting to Williams.

Harrison will focus on Asda’s marketing strategy with advertising, press, television spots, and in-store marketing, while Massey will head Asda’s attempts to understand the customer and how the company drives engagement with shoppers to ensure it continues in its “strong heritage of championing the customer”.

Craig Bonnar will continue in his current role of Vice President of Store Proposition, developing Asda’s store formats.

Williams said he was “hugely excited” to welcome Harrison to Asda. “Her wealth of experience across the retail industry and marketing will be well placed within the Asda family. She will be leading a hugely skilled and professional team during an exciting period in our business and I look forward to her making her mark with us and our customers.”

Harrison said she looked forward to working with the marketing team to strengthen Asda’s position.