Asda has lured back JD Sports’ customer director Chris Chalmers to head up its data, digital and loyalty strategies, marking his return to the supermarket giant, where he previously spent five years as digital marketing director.
Chalmers’ appointment is the second major hire for Asda’s new-look customer team, as chief customer officer Rachel Eyre seeks to win back core shoppers; Charlotte Rhodes was hired as vice president for own brand in September.
He will join in January 2026, taking up the role of vice-president of customer data and loyalty and lead the Asda Rewards programme, as well as oversee digital and performance marketing for both Asda.com and George.com.
His remit will also cover CRM and the ongoing development of the supermarket chain’s customer data strategy.
Chalmers (pictured, left) started his career at Ford as an analyst before taking on senior marketing roles at PSA Peugeot Citroen, Tesco and Jet2.
He then spent five years at Asda as digital marketing director before switching to Thomas Cook and then Studio Retail. Chalmers has been at JD Sports nearly 18 months.
Eyre said: “We’re pleased to welcome Chris back to Asda to oversee our customer data, loyalty and digital marketing strategy.
“This is a strategically critical role that will help us build stronger relationships with our customers through smarter use of data, improved digital experiences and a revitalised Rewards programme.”
Chalmers’ appointment comes as Asda is ratcheting up its use of artificial intelligence and machine learning technologies to develop faster, more personalised services through advanced data analytics and developer tools.
The new deal, signed in September, has seen the company jump further into bed with Microsoft, in what it claims is one of the largest technology deals in UK retail.
Meanwhile, in August Asda launched a new ecommerce insight and collaboration platform as part of plans to boost online shopping operation, which, at £3.2bn a year in sales, is half of the size of Tesco’s.
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