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Matt Mclellan

Matt McLellan

Matt has always worked in retail, starting as a young boy in his Mum & Dad’s grocery store in the heart of the Yorkshire Dales.  After completing his Natural Sciences degree at Cambridge University, Matt joined Safeway on their graduate programme, progressing to run a group of convenience stores across Yorkshire, then running marketing for Safeway’s 75 store partnership with BP.

In 2004 Matt joined dunnhumby, working alongside Tesco to leverage the insights and data from their Clubcard scheme, and to drive customer loyalty.  He lived internationally for 10 years, leading dunnhumby’s businesses in France, China and Asia Pacific where he also served as Tesco Asia Customer director. Matt returned to the UK in 2017 to run dunnhumby UK & Ireland, expanding the Tesco Retail Media business and growing dunnhumby’s business beyond Tesco.  He was then asked to return to the main Tesco business as Group Propositions Director where he ran their customer strategy, planning and proposition teams, working on initiatives such as the Aldi Price Match.

Matt joined Asda in 2020 as VP for Customer Planning and Propositions, building initial data and insights capabilities and launching Asda Rewards in 2022. He now leads LS Eleven, a business within the Asda Group, created to drive customer first initiatives through data and technology, earning lifetime loyalty and unlocking new revenue streams.

Matt lives with his wife and two kids near Aylesbury. He enjoys cooking, playing the piano, and, after of years of being unfit, has taken up high-intensity circuit training and park-running.