Asda has announced a series of changes across its senior leadership teams as it positions the business for growth in 2026.
The retailer’s latest appointments span property, commercial operations, and customer-facing functions, reflecting a strategic focus on strengthening management across its operations.
Changes in property leadership
Andy Newton will join Asda in January as Vice President, Property, taking responsibility for estates, acquisitions, store development, and overall property strategy. Newton brings experience from senior property roles at Safeway, Morrisons, and Poundstretcher.
Following his appointment, Jim Townsend remains Vice President, Procurement, overseeing goods not for resale strategy and buying policy. Geri Hebberd will refocus her role as Senior Director, Strategy.
All three executives will report directly to Asda’s Chief Financial Officer, Michael Gleeson.
Updates in commercial operations
Max Hilliard has been appointed Managing Director of Forza & Kober Foods, part of Asda’s sourcing division IPL, which supplies cooked and sliced meats. Hilliard, who founded Forza in 2007, joins the business immediately.
In line with these changes, Jon Hornby takes on the role of Managing Director, IPL Produce Manufacturing, overseeing production and sourcing operations within the division.
Changes in customer and marketing functions
In the customer function, Vice President of Marketing Adam Zavalis will leave the company after completing Asda’s 2025 Christmas advertising campaign.
During the interim period, Pippa Prain will assume the role of Senior Director, Marketing Planning, Propositions & Operations, providing strategic leadership across advertising, social media, and design. Jen England also returns to Asda as Interim Senior Director, Marketing Communications, covering advertising, social, and creative teams.
Asda has confirmed it will recruit a permanent VP of Marketing to lead the retailer’s advertising, social, creative, and design functions into 2026.
These leadership changes form part of Asda’s broader strategy to align its management structure with its growth objectives for the coming year, strengthening governance across property, sourcing, and customer-focused teams.
