asda

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Barry Williams

CCO, Asda

Last ranked: 28

These are tough times all round at Asda. And a year after replacing Steve Smith as chief customer officer, Williams has seen his to-do list lengthened even more after the brutal jobs cull at Asda House last month.

The shakeup sees Williams take full control of all customer-facing strategies, but winning back Asda’s reputation as the place to go for every day low prices, and stopping the exodus of customers to discounters Aldi and Lidl are tough marketing challenges that require either some inspired work by CMO Andrew Moore (qv) or for Williams to to find a way to make Asda stand for something other than price.

The Grocer's Power List 2016 reflects a sector in upheaval