Asda’s customer chief steps down to join Jet2
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Asda’s chief customer officer, David Hills, is stepping down from the role to join travel business Jet2.
His successor at Asda has yet to be confirmed, with the supermarket telling Marketing Week it will “announce his replacement shortly”. Hills will remain in role until later this year.
Next in command, Adam Zavalis, remains at Asda as vice president of marketing.
Jet2 has been contacted but has not yet confirmed Hills’ title or responsibilities.
Hills joined Asda in September 2023 and was previously group director of marketing and communications at Aldi for over 16 years. Prior to Aldi, he worked at Kellogg’s in the UK and Australia for nine years as UK customer marketing controller.
Hills’ departure comes after a hard start to the year for Asda. The supermarket has seen sales decline by around 5% each month in 2025 so far, causing its market share to fall to 12.6% as of March, according to data from Kantar.
The UK’s third largest supermarket has also laid off hundreds of staff, with 475 head office job cuts announced in November, and a further 200 revealed earlier this month.
Asda has been laser-focused on value as it looks to reverse its fortunes, bringing back its ‘Rollback’ price initiative in January and scrapping its Aldi and Lidl price match scheme. By the end of 2026, the entire rollback range will then be moved to a new ‘Asda Price.’
Speaking to Marketing Week in February, Hills defined Asda Price as something “intrinsically known by hardworking families as the right price for an item.” When prices move to the new Asda Price, they are set to be lower than the pre-Rollback price.
‘The heart of our DNA is price’: Asda on humour, value and the return of Rollback
In 2024, Asda was the first supermarket to price match against Aldi and Lidl, with Morrisons following suit soon after.
“Over the next couple of years, we’re going to lower our prices across our entire range, which is part of a significant long-term investment to continue to be, and widen our gap as the cheapest full-service supermarket,” Hills said.
