Chief customer officer
In 2015, Williams oversaw the reintroduction of the Asda ‘pocket tap’ in a TV ad, which, he says, no longer simply represents only change in your pocket, but the ethos of the supermarket’s ‘Save Money. Live Better’ campaign, which launched in the summer. This marks a new chapter for the brand, with the campaign aimed at getting customers to think differently about Asda and driving an emotional connection. A particular area of interest for Williams is helping the community. His team looks after charity and community, among other areas, and Williams is a board member for charity Tommy’s. In April 2016, he will assume the role of fundraising president for industry charity Grocery Aid.