Morrisons raids grocery rival Asda to appoint Matt McLellan as Group Customer, Data and Media Director

Matt McLellan has been appointed as Group Customer, Data & Media Director at Morrisons.

He joins from Asda where he spent five and a half years, serving as Vice President - Customer Planning and Proposition. Prior to that, he was at Tesco (Group Customer Propositions Director) and dunnhumby (Managing Director - UK and Ireland).

In an online post, Morrisons said: “Matt brings a wealth of experience in customer insight, data strategy, loyalty and digital media, most recently as VP of Customer at Asda. Over his career, he’s led award winning customer teams, driven step changes in data and loyalty performance, and helped shape brand strategy through insight led thinking.”

It added: “This is a crucial role for our next phase of growth under Rami Baitiéh’s leadership with Matt set to play a key part in sharpening our focus on customers, building our data capability, and unlocking new opportunities in retail media. We’re excited about what’s ahead and thrilled to have Matt onboard as part of the team.”

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.