Darren B.

Energizer
DISC Type : I

Chief Commercial Officer - Food at Asda

Leeds, England, United Kingdom

Overview

Darren Blackhurst is the Chief Commercial Officer for Food at Asda, bringing over 30 years of international, omni-channel retail experience. He has held executive board positions at major UK retailers like Morrisons and Tesco. He holds a Bachelor of Arts from the University of Greenwich.

Outside of his direct responsibilities, Darren shows a keen interest in the strategies of major global corporations. He follows market leaders in consumer goods and technology, suggesting a focus on brand innovation and digital transformation within the retail space.

He has worked for three of the top four major retailers in the UK: Tesco, Asda, and Morrisons.

Personality Overview

Enthusiastic

Full Of Energy

Relationship Oriented

Unlike C or D types, they are vocal with their opinions but not so much with their questions.  They excel at seeing the bigger picture, and the long-term impact of their decisions. They are people oriented, friendly and like creating new connections.

Topics They Care About

Food Retail Strategy
As Chief Commercial Officer for Food, his primary focus is on commercial strategy, sourcing, and market positioning for grocery products.
Omni-channel Experience
His career spans leadership roles across the UK, Europe, the USA, and Australia, focusing on integrated retail channels.
Customer & Marketing
Served as Interim Chief Customer & Marketing Officer at Morrisons, indicating a strong background in understanding and engaging consumers.

Media Appearances

Asda appoints new Chief Commercial Officer. Featured in Asda Corporate

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Darren Blackhurst's 'Mad Hatter' approach could just work for Asda. Featured in Sentinel MC

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Darren Blackhurst comeback is latest plot twist in Asda soap opera. Featured in The Grocer

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Work History

7-2025
Chief Commercial Officer - Food at Asda
3-2024 - 7-2024
Interim Chief Customer & Marketing Officer at Morrisons
1-2020 - 11-2023
CEO - Liquor at Coles
10-2018 - 1-2020
Group Director - Strategic Priorities at Morrisons
6-2015 - 10-2018
Group Commercial Director at Morrisons

Education

9-1984 - 5-1988
Bachelor of Arts - BA from University of Greenwich

More Information

Social Presence :

Prographics :

Exp : 34 Location : Leeds, England, United Kingdom Job Level : Leadership Designation : Chief Commercial Officer - Food at Asda
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Insights For Selling To Darren

During A Call Or A Meeting

DO's

  • Use adjectives like ‘amazing’, ‘coolest’, ‘unbelievable’ etc.
  • Speak enthusiastically with energy, maintain a clear and confident tone
  • Invite them for a lunch or a drink/coffee

DONT's

  • Avoid cutting into their flow
  • Don’t be too formal, focus on building comfort and trust
  • Don’t be excessively objective, be a storyteller

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Darren is

  • Relationship and trust can be vital with them, sometimes more than anything else.
  • Will you ever get a clear answer from Darren

  • They are unlikely to say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Darren move?

  • They are not the fastest decision makers, their friendly approach can give false positive signals.
  • Can Darren take some risk or not?

  • They may take certain risks that they deem unlikely of personal repercussions.

You And Darren

Personality Compatibility


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