Asda has announced the appointment of Morrisons’ Rachel Eyre as its new Chief Customer Officer (CCO). Joining from Morrisons, Eyre previously held the role of Chief Customer and Marketing Officer and was responsible for the supermarket’s customer service, brand, marketing, digital and PR operations.

“Rachel is an experienced leader with a strong track record in grocery retail and we are delighted to welcome her to Asda,” Allan Leighton, Asda’s Executive Chairman, said. “She will play a pivotal role in ensuring that the customer voice is our driving purpose and demonstrating how Rollback and Asda Price are delivering good, honest value to them.”

“Asda is an iconic brand with a long heritage as a consumer champion,” Eyre added. “I look forward to working with 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.”

Eyre’s appointment follows another c-suite appointment by Asda, having announced the appointment of James Goodman as its new Chief People Officer from Tesco, we he most recently held the role of People Director for the UK and ROI.