Alex Newbould, who is from Newton Aycliffe and Head of Pricing Strategy at Asda, was last night announced as the winner of a prestigious Women of the Future Award in the Business category. The WOF Awards, now in their 11th year, which recognise the inspirational rising female stars of today and tomorrow across diverse categories including business, culture, media and technology. Alex joined Asda from university and has progressed through to Senior Manager in five years. She leads the pricing team and multiple agencies, responsible for the creation and execution of Asda’s pricing strategy. She has gained credibility and influence in the organisation through her use of data to drive business decisions. Commenting on the Awards, Pinky Lilani CBE DL, Founder and Chair, Women of the Future said, “We are delighted to celebrate the remarkable personal and professional achievements of the winners of this year’s Women of the Future Awards. The WOF network grows stronger every year as we recognise the young women who are together shaping Britain’s future through their shared passion, determination, and kindness. Congratulations to all the winners!” Aviva Group CEO, Mark Wilson, said: “I want a world with no barriers. No glass ceiling. Nothing that stops women fulfilling their potential. Aviva is delighted to support Women of the Future because it’s an important step towards turning that vision into reality. But we still have a long way to go.”