Former SVP/Chief Customer Officer Walmart Asda U.K.

Former SVP/Marketing Walmart U.S. 

Ret Founder & CEO Saatchi & Saatchi X

Founder and Exec Chair, Customer-Centric Leadership Initiative University of Arkansas’s Walton College of Business

Founder, CEO of bigQuest Advisory, Inc. 

Strategic Advisor, Composite Ventures

Recently repatriated from Asda, Andy Murray is currently engaged in a portfolio of initiatives including Founder & Executive Chair, Customer-Centric Leadership Initiative, Walton College of Business, University of Arkansas as well as launching bigQuest Advisory, a consultancy focused on transforming complex big objectives into game changing movements that drive growth in the retail and CPG space. 

Andy was appointed to the role of Chief Customer Officer for Asda in February 2016. Previously Walmarts Senior Vice President of Creative and Customer Experience, Andy joined Asda and the Executive leadership to bring a new dimension to the strategy; merchandising and the customer voice to the Board. During his tenure, Asda returned to growth and while improving the overall NPS. 

While at Walmart, as SVP/Marketing, Andy led the design of the new Walmart super centre prototypes and delivered a new advertising approach to bring an emotional connection back to the Walmart brand.

Prior to joining Walmart, Andy previously held a variety of senior marketing and technology roles with Hallmark and Procter & Gamble, as well as founding his own pioneering international shopper marketing agency, Saatchi & Saatchi X, taking it from kitchen table start-up to a successful exit that fueled global expansion. 

Andy is a retail marketing expert with a strong understanding of global trends, creative marketing and customer shopping habits. Andy also serves as a mentor and strategic advisor to founders and their leadership teams in the connected commerce and community spaces, helping them navigate the challenges of growth.



Principles to map, launch and land a big quest.

Many leaders today want to break through barriers and lead initiatives that create the future for their organization. They want to go beyond the routine, do meaningful work and make work meaningful for others.

In today’s workplace, there is an abundance of opportunities to create the future, so why do 85% of new initiatives fail?

The problem isn’t motivation. 

The problem is the poverty of resources leaders need to get equipped with the method and mindset they need to charge through unknown complexities and unforeseen obstacles that inevitably pop up on the path to something new. 

When you can see opportunities, but lack the mindset and method to charge forward with confidence, it can feel frustrating and isolating. 

But you don’t have to go it alone

The bigQuest Framework helps you face the unknown with confidence, resolve obstacles along the way, and deliver breakthrough outcomes with your team, division, or company.

The bigQUEST Framework™ enables you to plan a successful journey and deliver the future with excellence.


A proven approach to customer-centered innovation.

Simplicity drives action. The right questions at the right time uncover solutions.  Sequencing unlocks early overcomes obstacles.  


Mental models that lead to better decisions. 

Misbeliefs, uncertainty, and complexity can make the future hard to see. The right mindsets can help you see what others can't see and make new connections that reveal innovation.


You can go faster alone, but to go further requires a team.

Co-creation leads to commitment and better ideas. Engaging people in the story creates engagement and momentum. 


Method, mindset, and motivation when combined together, create a powerful force multiplier that address all the necessary components of leading and landing innovation in big companies. 



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