Eyre joins the retailer from Morrisons, where she was chief customer and marketing officer, responsible for customer service, brand, marketing, digital and PR activities.

She will join Asda on completion of her notice period.

Prior to joining Morrisons in 2021, Eyre held senior marketing and commercial roles at Sainsbury’s and Barclays.

Eyre joins Asda as the retailer looks to become the UK’s lowest-priced traditional supermarket. Asda relaunched its Rollback to Asda Price programme in January, reducing the price of  4,000 products, and has now expanded the scheme to roughly a quarter of its range, according to the retailer’s full-year 2024 financial results update.

Allan Leighton, executive chairman, Asda, said: “Rachel is an experienced leader with a strong track record in grocery retail and we are delighted to welcome her to Asda. She will play a pivotal role in ensuring that the customer voice is our driving purpose and demonstrating how Rollback and Asda Price are delivering good, honest value to them.”

Eyre said: “I look forward to working with Allan and the rest of the team to ensure the voice of the customer is the beating heart of Asda as we re-establish ourselves as the lowest-priced full service supermarket in the country.”