Aussie marketing leader to become customer chief at Asda

Former Michael Hill, Suncorp marketer heads back to the UK to lead customer engagement at UK grocery store chain

Experienced Australian retail marketer, Anna-Maree Shaw, has landed the chief customer officer role at UK-based grocery store chain, Asda.

The former global CMO for Michael Hill Jewellers as well as product marketing, advertising and sales leader for Flight Centre’s niche retail brands takes up the role at the end of January and replaces Andy Murray, who is relocating back to the US after a four-year stint leading the customer function.

For the last two years, Shaw has been running own company, Customer Dialogue, and is currently consulting to The University of Queensland around its customer-led digital strategy and roadmap. Her Australian resume also includes marketing roles with Compare the Market, Suncorp and Link Market Services.

The Asda position is a both a return to the UK and Shaw’s grocery roots. Earlier in her career, she spent more than five years in CRM, marketing and commercial management roles with UK grocery giant, Sainsburys. She’s also previously been on the agency side, working on the Tesco account.

Shaw’s appointment at Asda is one of several executive-level changes at the company to kick off 2020. Others include the promotion of SVP of operations, Anthony Hemmerdinger, to chief operating officer; Mark Simpson to chief supply chain officer; and the recruitment of Mars Wrigley UK’s Helen Selby as general counsel and company secretary.

Shaw told CMO she was "torn between having to choose between my first love - grocery retail - and the higher education sector and team at The University of Queensland". 

"In fact, I was working for Sainsbury’s when ASDA originally overtook them to become number two in the market. Today of course the positions are reversed so therein lies the challenge," she said of her new professional challenge.

"I am excited to join a group of outstanding peers under the leadership of retail veteran, Roger Burnley [Asda CEO] and work in one of the most competitive and innovative retail markets in the world. 

"I will be focused on building on the work that Andy Murray has done along with leveraging my multi-sector CX and digital transformation experience to support the next phase of the ASDA journey."

Burnley said the latest staffing changes round out his executive leadership team.

“As we kick off 2020, I am very confident that not only do we have the right team in place, but also the right strategy to make sure we can continue to serve our customers and grow our business, not just for this year but beyond,” he said in a statement.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.  

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Awesome information on marketing company..awaiting for your new article on Advisory services and also on below topics.business advisory s...

Wasim Ahmad

CMO's top 8 martech stories for the week - 2 December 2021

Read more

I couldn't understand one things why on earth people only talk aboutimpact of digital transformation on banking and finance field instead...

Rajesh Acharya

Digital take-up and experiences help drive Suncorp's solid FY21 performance

Read more

I really appreciate your article. Love your Article. By reading your article, its created an idea in my mind about loyalty strategy to ke...

Jack Reacher

Report: Marketers failing to realise the benefits of customer loyalty programs

Read more

One month’s research and we’ve handpicked this generation’s 50 most talented Women CEOs, leading the top multinational companies around t...

Vaishnavi Pillai

Women in leadership the focus on International Women’s Day

Read more

Great post!

deen8

What felix Mobile is doing to keep customer support cost-effective

Read more

Blog Posts

When friction can be a brand’s best friend

I always enjoy those oft-forgotten, in-between moments in any experience. These moments are not necessarily part of any defined experience per se. They likely wouldn’t show up in an organisation’s plans or ideas to help make the customer journey or user flow as simple, easy and seamless as possible.

Rich Curtis

CEO, FutureBrand A/NZ

How much attention should we be paying to the ‘attention economy’?

There’s been a lot of buzz in the advertising industry lately about what’s coined the ‘attention economy’. And it’s fast becoming the new battleground for media channels to prove their wares and to develop and espouse new attention metrics.

Nickie Scriven

CEO, Zenith

Sometimes the best solutions are some of the most counterintuitive

Exceptional CMOs do exceptional things for themselves and for those they inspire. At your best you are creative, innovative and inspirational. We have a problem though. We now live in a corporate world that demands sensibility where everything you do is measurable and stakeholders demand predictability – the antithesis of breakthrough and transformation.

Hamish Thomson

Author, former regional president and global brand head, Mars Incorporated

Sign in