Iceland’s digital director David Devany to become vice president of e-commerce at Asda

Asda has hired David Devany, its marketing and digital director for Iceland, as vice president of e-commerce.

Devany has been Iceland’s group customer, marketing and digital director since 2020. He is expected to join Asda “at the right time” as the company looks to strengthen its leadership and double down on its online business.

Asda’s online grocery sales are set to reach a record £3.2bn in 2023, according to Kantar, increasing its online market share to 20.8%.

“As we continue to strengthen our senior leadership team, I am delighted to announce that we have appointed David Devany as our new vice president of e-commerce,” said Mohsin Issa, co-owner of Asda.

“David has a strong track record and a proven track record in retail across the UK, Europe and the US. David’s remit will span our entire e-commerce business and his appointment will play a significant role in helping us continue to grow our online grocery offering.”

Devany, who has over 25 years of experience in e-commerce, digital and marketing, said: “This is an exciting time to join the team. With Asda already making great strides in the e-commerce space, I’m looking forward to joining and continuing to develop the company’s online offering.”

Devany is the latest executive appointed by Asda in recent months.

He will report from Matt Kelleher, who will join Asda as digital director from Morrisons in July, an appointment announced in January.

Meanwhile, Matt Heslop is set to move from Lidl to Asda, where he currently serves as operations director.