James Morgan

Senior Director of Data at Asda

James Morgan is a data and analytics leader with extensive experience in the retail and technology sectors. He served as the Senior Director of Data at Asda from June 2020 to June 2023.1 In this role, he was responsible for setting the information strategy and developing data capabilities to enable data-driven decision-making and improve operational efficiency throughout the business.1

Prior to his position at Asda, Morgan held several other notable roles:

Career Highlights

Chief Data Officer at The Crown Estate (July 2023 - Present)1
CDO Consultant at KPMG (March 2019 - February 2020)1
Head of Information Strategy and Management at Sainsbury's (February 2017 - September 2018)1
Director of Management Information at British Gas (January 2014 - January 2017)1
Various leadership positions at Telefónica UK (O2) from 2007 to 20141

Achievements and Expertise

Morgan has a proven track record of delivering business results and transformation in Blue Chip organizations. Some of his notable accomplishments include:

Creating solutions that underpinned over £250m of incremental revenue at O21
Transforming Business Intelligence capabilities at British Gas while realizing significant operational efficiencies1
Defining the Information Strategy and Data Ecosystem for Sainsbury's1
Delivering key analytics that enabled BSkyB to achieve challenging customer and churn targets1

Industry Recognition

James Morgan is recognized as an industry expert in data and analytics:

Named in the Data IQ 100 eight times1
Fellow of the IDM1
Member of the DMA Data Council1
Member of the Women in Data Committee1

During his time at Asda, Morgan was involved in several initiatives, including a data partnership with the University of Leeds to address societal challenges related to nutrition, environmental issues, and health.2 3 He emphasized the importance of exploring real-world challenges faced by customers and using data to deliver better outcomes.3 4