Morrisons has restructured its marketing team after admitting its marketing has not been effective enough following lower than expected sales over Christmas. The supermarket has promoted Nick Collard, currently marketing and operations director, to a newly created marketing and customer director role with a brief to integrate brand marketing and customer engagement. He will join the Morrisons board and take responsibility for marketing, own brand ranges, insight, loyalty, customer relationship management and store formats.

Belinda Youngs, who joined Morrisons as own brand director last year, has been promoted to the new role of corporate brand marketing director. Casper Meijer, who was appointed as trading director in December, will lead all other commercial functions as group trading director. The changes follow the shock departure of commercial director Richard Hodgson, who led marketing, in November.