Jo Whitfield joins Asda’s board of directors

Asda has today announced a significant appointment to its board of directors with Jo Whitfield joining as a non-executive director.

The move marks a return ‘home’ for Jo as she previously spent eight years with Asda and George from 2008 onwards, holding a number of senior leadership positions in operations, ecommerce, commercial, general merchandise and Asda Money & Mobile.

After this, Jo joined the Co-op, where she was Chief Executive of Food for five years from 2017. During her time with the Co-op, she was awarded a CBE in the 2021 New Year honours for her work during the Covid pandemic. Until last year Jo was the CEO at 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: “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. We are delighted to welcome her back to Asda.

Jo Whitfield said: “Asda is one of the biggest names in retail and plays an important role in the daily lives of millions of customers and communities throughout the UK. It is a business that I have a strong affinity with and I look forward to working with Allan and the rest of the leadership team to help Asda get back on track.”

A qualified accountant, Jo began her career at Ernst & Young and worked in finance roles for companies including Northern Foods and Matalan.

Outside of her executive responsibilities, Jo’s activities are mainly focused on inclusivity, mentoring and networking. One of Jo’s key achievements was pioneering a network for the grocery industry called Grocery Girls. She is also a Non-Executive Director for Factory International.

Jo will join Asda shortly.