Supermarket group Morrisons has poached a senior Sainsbury’s staffer to become marketing director.

Rebecca Singleton, at present head of non-food marketing at Sainsbury’s, will join Morrisons at the end of March.

Morrisons has also promoted Simon Eastwood, commercial director, services, to the new role of customer experience director.

Singeleton will be responsible for Morrisons’ corporate brand, advertising, in-store marketing and print services. 

She will report to corporate marketing and operations director, Richard Lancaster, who will remains in charge of all marketing communications, corporate campaigns and merchandising, space and format.

Eastwood will bring a sharper focus on customer experience and customers’ relationship with Morrisons. He will retain his existing responsibilities for customer concessions and report to group commercial director Richard Hodgson.

Hodgson, said:  “Maintaining the momentum of our marketing activity and putting customer experience at the heart of everything we do are key to delivering Morrisons’ ambitious plans for 2012.  These moves ensure we have the right talent in the right places.”

Sainsbury’s has named Anna Shirley, at present head of product brand, as successor to Singleton as head of marketing for clothing and general merchandise.