Morrisons hunts for branding head to extend repositioning

Morrisons is seeking a senior marketer to join the company as head of branding. The new role has been created to ensure the rebrand of the retailer is extended across all areas of its business.

The position reports to marketing services director Michael Bates and will sit alongside the head of marketing services, head of marketing communications and head of local advertising.

A Morrisons spokesman says: “It is a natural progression for us to make sure the brand we have created is extended across all levels, and we have created the role of head of branding to do that.”

Earlier this year, Morrisons announced a £450m investment to refit stores, improve infrastructure and launch a multi-million pound marketing campaign to reposition the company.

It later unveiled a repositioning that placed the freshness of its produce at the heart of its ethos. The new strategy ran into trouble weeks after it launched its new campaign starring Denise Van Outen, when the retailer was hit by an E.coli outbreak at two of its stores in Scotland.

The new branding role is the second senior marketing position created by the retailer in recent months. In September, Morrisons appointed Angus MacIver, UK marketing director at Prudential, as group marketing and communications director (MW September 6). He takes over the role later this year.