Asda has just replaced its marketing boss with a man that doesn’t have a traditional background in marketing. That move is similar to one made by a growing number of brands that are
increasingly looking to new skills in areas such as ecommerce and customer focus, rather than a history in branding and campaigns. Barry Williams, Asda’s new marketing chief, was
previously its chief merchandising officer for food. That is a commercial role that gave him oversight of fresh, ambient and non-edible areas of the Asda business.
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