Senior Vice President - E-commerce
Simon was appointed to the Asda executive board in January 2022 to represent the business’ E-commerce channels and champion the user experience.
He is responsible for improving customer accessibility to ‘all things Asda’ and enabling digital growth. His 13 years’ experience in the digital and E-commerce space sees him well-placed to develop Asda’s online presence in the UK’s intensely competitive market.
Simon joined the business in 2016 as Vice President of Online/E-Commerce where he led the Grocery Home Shopping function end-to-end. During this time, he developed Asda’s online strategy and Asda.com, to make it easier and more efficient to shop online.
He led the business’ rapid online growth during the pandemic, increasing the number of weekly online slots from 350,000 to 1million and oversaw the acceleration of Asda’s online development plans.
Before joining the business Simon held a number of senior roles at Tesco across a 30-year career. This saw him lead the digital and E-commerce function as Online Director of Fulfilment Operations, responsible for Tesco.com, Tesco International .com, Tesco Direct, Tesco F&F clothing, and the Tesco Dropship platform.
He divides his time between Leeds and Buckinghamshire, where he lives with his wife and two grown-up children. Outside of work he loves spending time with his family, travelling and eating out. He has a passion for Formula One and football and is a big Chelsea fan.