Asda welcomes back Jo Whitfield

Jo Whitfield has joined Asda as a non-executive director, pledging to help the retailer “get back on track”. The move marks a return ‘home’, as she previously spent eight years with Asda from 2008 onwards, holding several senior leadership positions in operations, e-commerce, commercial, general merchandise, and Asda Money & Mobile.

Since then, Jo joined the Co-op as CEO of Food, serving for five years from 2017. During her time there, she was awarded a CBE for her work during the Covid pandemic. Until last year, Jo was the CEO of Matalan, leading a business turnaround strategy and a refocus on value.

Given her breadth of experience in the convenience market from her time leading the Co-op’s food business, Jo will have a particular focus on supporting the growth of Asda Express.

Allan Leighton, Asda’s Executive Chairman, said he was delighted to welcome her back, adding: “Jo is one of the UK’s most experienced retail leaders and has a deep knowledge of the food retail, convenience and fashion markets. She also understands Asda’s DNA and the role this business plays in delivering value for hard-working families.”