Williams a winner in Asda shake-up

AN Asda executive from Liverpool has been given a key role in a top tier shake-up by boss Andy Clarke.

Clarke has streamlined his management team as the retailer gets battle-ready for what it expects to be “the toughest year yet” for supermarkets.

The action comes after the latest industry figures showed Asda had slipped behind Sainsbury’s for market share for the first time in 11 years.

The most senior promotion is that of Barry Williams, who moves from chief merchandising officer for food to become chief customer officer.

Liverpudlian Mr Williams is known for his straightforward approach and recently took the fight to its rivals with his media-friendly quips about quantitative easing being “alive and well in Bradford”, in reference to a Morrisons voucher scheme which he thought was the equivalent of handing out free cash, and also describing Asda’s competition as “chirpy, chirpy not cheap, cheap”.

Mr Williams’s current role will be taken by Andrew Moore, who will add it to his existing responsibilities for clothing division George and general merchandise.

Asda’s president and chief executive Andy Clarke said: “A retail business runs in cycles and as we start the year – one which promises to be the toughest year yet for our sector – I want stability at the top of the organisation through fewer, bigger leadership roles which will speed up decision making in this highly competitive market.

“Barry has driven our food trading operation with incredible skill and passion over the past two years.  His absolute focus on doing the right things for our customers meant he was the natural choice for me to promote into the critical role of chief customer officer as Steve completes his assignment with us.”