Jo Whitfield

Joanne Louise Whitfield CBE (born 21 December 1968[1]) is a non-executive director at Asda.

She re-joined Matalan as Chief Executive Officer from March 2023 until October 2024.

She rejoined Asda as a non-executive director in February 2025 after eight years.

[5][6] In 2019, she received the Veuve Clicquot businesswoman of the year award for her work on improving the stores' sales and sustainable practices.

[7] Whitfield was appointed Commander of the Order of the British Empire (CBE) in the 2021 New Year Honours for services to retail and the food supply chain during the COVID-19 response.