Collard, who joined a year ago as grocery director, will take on the marketing and operations director role at the supermarket. He will take responsibility for marketing communications, pricing and promotions as well as merchandising, space and format and report to commercial director Richard Hodgson.
Collard, formerly brand director at Boots, is widely thought of as a rising star within CEO Dalton Philips’ team of recently recruited senior management figures.
Lancaster was promoted from marketing director to take on the expanded marketing and operations role in September.
It is not known if Lancaster, who joined Morrisons in January 2011, has a job to go to.
Morrisons recently poached Rebecca Singleton from Sainsbury’s as marketing director responsible for day-to-day marketing. At Sainsbury’s, Singleton was regarded as one of its rising stars.
The supermarket is also preparing to revamp its store portfolio and extend its convenience store network in line with Philip’s overhaul of the business.