Somerfield axes development boss

Somerfield group development director Jonathan Smith has been ousted as part of the supermarket chain’s continuing management shake-up.

Smith, who was the man behind the launch of Sainsbury’s Reward Card loyalty scheme before joining Somerfield in 1997, is to leave the chain this week. It is understood he has no other job to go to.

His departure is the latest in a series of high-profile departures which have included Somerfield’s two most senior marketers, group marketing director Phil Smith and brands communications director Alan Shepherd (MW July 22).

Their roles have been axed as part of a shake-up which includes the alignment of the marketing teams with four new operating divisions. The moves are partly an attempt to rescue sales at Somerfield’s struggling Kwik Save chain, which it bought last year.

Plans to rebrand the entire 800-store Kwik Save chain as Somerfield have also been scrapped.

Of the four divisions, convenience stores and Kwik Save stores have still to appoint marketing directors. Richard Smith, former south-west operations director, has been given the role at the Somerfield stores division, while customer relationship marketing director Lisa Riley will be marketing director for 24-7, Somerfield’s home shopping operation.


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