Magazine article Marketing

Morrisons Own-Brand Push Hit by Departure

Magazine article Marketing

Morrisons Own-Brand Push Hit by Departure

Article excerpt

Morrisons has been forced into a reshuffle of its own-brand marketing team after the departure of Danny Micklethwaite less than six months after he joined, and weeks before the start of a major campaign.

Micklethwaite, who was head of brand strategy at the supermarket chain, has returned to Arla Foods, which owns the Lurpak and Anchor brands, having left the company to join Morrisons in June.

His previous role at Arla was vice-president of marketing, but Micklethwaite has rejoined in the more senior position of vice-president for strategy and portfolio.

Sonia Whiteley-Guest is replacing Micklethwaite at Morrisons with the job title of brand development director. Whiteley-Guest joins from Everything Everywhere, where she was the retail director for Orange. At Morrisons she will report to own-brand director Belinda Youngs.

Whiteley-Guest began her career at Asda, where she spent eight years and rose to become head of marketing for the George clothing range. She also managed the Extra Special and Good For You own-labels during her time at the supermarket.

The job changes come at a critical time for Morrisons. It has launched a major overhaul of its own-brand offering after a year-long review. …

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