Asda appoints Iceland Foods director David Devany as vice president of e-commerce

British retailer Asda has appointed David Devany as its new vice president of e-commerce.

Devany is a seasoned professional with over 25 years of experience in e-commerce, digital and marketing, the seller added.

He currently serves as Chief Customer, Marketing and Digital Officer at Iceland Foods, a position he assumed in 2020.

With this appointment, Asda aims to further strengthen its leadership team to deliver its long-term growth strategy.

Commenting on the appointment, Asda co-owner Mohsin Issa said: “David (Devany) has extensive experience and a proven track record in retail in the UK, as well as across Europe and the US.

“David’s responsibility will span across our entire e-commerce business and his appointment will play an important role in further developing our online grocery offering.”

Online grocery sales

The latest appointments follow Asda’s recent announcement of record online grocery sales in 2023.

The retailer fulfilled 39 million orders during the year, with sales reaching £3.2 billion (€3.8 billion).

The company highlighted that it closed the year with its highest ever share of the online grocery market, at 20.8%.

Devany added: “It’s 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.”

Changes in the Management Board

Over the past few months, Asda has announced several new hires.

In January, the retailer announced that Matt Kelleher, Morrisons chief executive, had been appointed chief digital officer and would be responsible for Asda’s e-commerce and data functions.

He will also lead the technology function, the company added. Devany will report to Kelleher.

Matt Heslop is also set to join Asda from Lidl to head up its stores and distribution business, which includes 470 convenience stores in its Asda Express division.