UK grocery giant Asda has appointed Charlotte Rhodes as vice-president of its own-brand division. 

The appointment is effective from early December 2025.

Rhodes has more than 20 years of experience in the retail sector, including ten years at Coles in Australia, where she held senior roles in category management and brand transformation.

At Coles, she was responsible for designing strategy and supporting programmes to help the commercial teams offer straightforward, affordable customer options through a range of exclusive brands, according to her LinkedIn profile.

She developed and led the supermarket's Own Brand Transformation agenda alongside more than 250 cross‑functional team members, improving speed, effectiveness and delivery capability.

Prior to her role at Coles, she was a director at QuiteLike, where she oversaw a comprehensive strategy review and the delivery of a significant transformation programme.

She was also business unit director for fresh food at Sainsbury’s, overseeing strategic initiatives in fresh categories. 

Commenting on the appointment, Asda chief customer officer Rachel Eyre stated: “We are delighted to welcome Charlotte to Asda.  

“Her deep expertise in brand development will be important as we strengthen our own-brand ranges to ensure they continue to deliver the quality and value that our customers expect.”  

Asda recently partnered Microsoft to expedite its move to a cloud-first operational model. 

Microsoft’s AI and machine learning technologies will support the cloud transition, with Microsoft Azure as the backbone of the retailer’s digital infrastructure. 

In early 2025, Asda began a trial of live facial recognition technology across five stores in Greater Manchester, England.  

The aim was to assess the technology’s potential in improving the safety of staff and customers within its premises amid a surge in retail crime.