Dom Burch, Asda’s senior director of marketing innovation and new revenue, is to leave the retailer in the coming weeks.
He began his 10-year tenure with the high street giant as a PR manager, before rising in early 2014 to spearhead a team of 40 as Asda explored how to better monetise new media channels.
He was the driving force behind Mums Eye View, which began – as Burch described at launch – as a “bit of a punt”. However, it quickly became an award-winning branded YouTube channel courting over 185,000 subscribers and attracting a number of advertisers, including P&G.
Burch was alsom instrumental in pushing through plans to sell unsold ad units programmatically across three of Asda’s major websites.
However, the embattled retailer is fairing badly compared to its rivals in the fight for shopper attention against Aldi and Lidl and is expected to post a 3.5 per cent fall in sales when it addresses shareholders next month.
Burch’s departure came amid a number of redundancies made yesterday (18 January) at Asda’s headquarters in Leeds, which is it understood impacted the wider marketing team.
It is not thought that he will be replaced.
In his latest column for The Drum, Burch thanked the colleagues over the years who have supported him and said he was “excited” to be taking on a new challenge.