Asda targets online shopping boost with Iceland chief

ASDAAsda is aiming to further grow its online shopping business by poaching Iceland’s group chief customer, marketing and digital officer to lead the strategy.

David Devany has worked at the frozen food company for eight years and has held his current role since 2020. He will take up the role of vice president for ecommerce and focus on growing Asda’s presence in the market.

The supermarket recently reported it had achieved record online grocery sales in 2023 of £3.2bn and finised the year with its highest ever online grocery market share of 20.8%.

Asda co-owner Mohsin Issa said: “David has extensive experience and a proven-track record in retail within the UK, as well as across Europe and the US. David’s remit will cover the entirety of our ecommerce business, and his appointment will play an important part as we continue to grow our online grocery offering.”

The appointment coincides with the depaturture of Asda’s chief transformation officer Mark Simpson who has stepped down “by mutual consent”.

Simpson joined Asda back in 1997, and has held various senior positions such as chief supply chain officer and vice president supply chain.

It is thought that the chief transformation officer position will no longer exist following his exit with many of his responsibilities handed over to ex-Morrisons CIO Matt Kelleher, who arrives at the grocery giant later in July.

In May, Asda revealed its new brand identity, launched by the brand’s summer campaign, Serious About Summer, and informed by extensive customer research and understanding of how customers see Asda, what they love, and how the supermarket articulates its relevancy and individuality in the market.

Designed and executed by Havas London, the new campaign is running across TV, social media, press executions, CRM and

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