Doyle, who joined George as vice-president in February 2022, will take on the commercial role following the departure of Liz Evans, chief commercial officer for non-food and managing director of George, and appointment of New Look chief executive Helen Connolly as incumbent George CEO.
Evans left Asda in June after four and a half years.
Connolly’s appointment, exclusively revealed by Drapers on 2 July, marked her return to George after spending more than 15 years at the business earlier in her career, including roles as buying manager and director of buying across womenswear and lingerie.
During his tenure as vice-president, Doyle has overseen the rollout of George standalone stores, with 10 new locations planned during 2026 as Asda converts former Living stores into dedicated fashion and home destinations.
The first two standalone George stores, in Leeds and Hull, opened in 2025 and have delivered double-digit growth across clothing and home since refurbishment, with menswear among the strongest-performing categories.
Before joining George, Doyle held senior commercial roles across some of the UK’s biggest retail names, including Marks & Spencer, Next, The Very Group, Mothercare and Reiss.
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He began his retail career as a Saturday sales assistant at Marks & Spencer’s Whitefriar Gate store in Hull before joining its management training scheme. He later moved into head office roles, before joining Next in 1995, where he spent 10 years as head of merchandising.
George remains a key growth engine for Asda, accounting for around 14% of total sales excluding fuel and operating across 580 stores nationwide. It is the UK’s third-largest clothing retailer by volume behind Primark and Marks & Spencer, while retaining its position as the UK’s largest childrenswear retailer by volume.
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