Sheena Forde is operations director Superquinn

Sheena Forde, new Operations Director at Superquinn
Sheena Forde, new Operations Director at Superquinn

With a long work history in retail management, Forde will have her hands full improving customer service and controlling costs at the chain's 23 store



11 February 2009 | 0

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Superquinn has appointed Sheena Forde as operations director of the supermarket chain, with responsibility for the operational running of the company’s 23 stores, and all new store developments.

Her new role will centre on continuing to bring Superquinn stores up to the highest standards, and delivering excellent customer focus and service, while maintaining control of costs.

Forde joined Superquinn as purchasing director in July 2006, during which time she successfully restructured the buying department and became a key driver behind the business’ sales and profit recovery. Forde joined Superquinn from ASDA Wal-Mart where she worked for 12 years gaining experience in a wide variety of purchasing and marketing roles.

In 2000 she was appointed director of ASDA e-commerce, the internet and phone home shopping functions. In 2002 she was promoted to food director for the Wal-Mart Seiyu subsidiary in Japan where she spent two and a half years. In 2005 she became business unit director for grocery at ASDA UK, leading a team of over 50 buyers, marketers and merchandisers.

A native of Co Antrim, Forde was educated at Queen’s University in Belfast and holds a BSc in Food Science. At Strathclyde University Business School she achieved an MSc in Marketing.



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