Morrisons searches for brand director

Morrisons is thought to be looking to appoint a brand director as part of the ongoing shake up of its senior management structure.

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The move follows the appointment of former Waitrose commercial director Richard Hodgson to the same role, who was tasked with reviewing commercial strategy. Former commercial director Martyn Jones has taken on a newly created corporate services director role.

Dalton Philips, who joined Morrisons as CEO in March, has also outlined plans in September to sharpen the supermarket’s own brand offering as part of his vision for the chain. Morrisons is also searching for a strategy director.

The supermarket is looking to boost innovation to drive growth and recently launched its first mobile initiative with a mobile enabled website and iPhone app.

As part of his overarching growth strategy for Morrisons, Philips also revealed that it would trial smaller format convenience stores and online grocery in 2011.

The supermarket will be hoping the changes will reverse Morrisons’ recent decline in market share. It slipped from 12.1% to 12% in the three months to 28 November, according to the latest Kantar Worldpanel grocery share figures – its first decline since 2007.

Philips plans to give a full update on Morrisons’ strategic options in March when the supermarket delivers its full year results.

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