Asda’s VP of marketing to depart

Adam Zavalis, vice-president of marketing at Asda, is leaving the business at the end of this week to “pursue new opportunities”.

Zavalis has been at the business since November 2023. Asda is currently recruiting for a senior leader to take on a new, wider remit overseeing marketing strategy for both the Asda and George brands.

On his departure, an Asda spokesperson said: “We would like to place on record our thanks to Adam for his contribution during the last two years and wish him all the best for the future.”

Asda has seen tricky times in recent years, particularly last Christmas, with Kantar data showing a 5.8% decrease in sales causing its market share to fall to 12.5%.

Yet its marketing team has grown this year since the appointment of Rachel Eyre as chief customer officer, as part of a wider turnaround strategy led by returning chairman, Allan Leighton. Eyre replaced David Hills who left the business earlier this year to join travel business Jet2.

Other recent hires include Charlotte Rhodes as vice-president of own brand, and Chris Chalmers as vice-president of customer data and loyalty.

Its journey has also included changes in its marketing strategy, including the return of Rollback and the ‘Asda Price’ initiative in February. These changes were due to Zavalis feeling that Asda had to go back “to its roots” to find success.

Zavalis was previously customer marketing director at Aldi before joining Asda.