Fashion retailer White Stuff has hired former Debenhams marketing manager Claire Neillands as its boss of cross-channel marketing, replacing Alison Lancaster who left to become Morrisons’ online marketing head last month.

Neillands is responsible for customer demand, website and catalogue. Head of brand marketing Susan Crawford will continue to look after customer engagement, insight and experience.

Neillands has worked in broadcasting for the past six years, most recently at broadcasting organisation Digital UK. She has also worked at BSkyB as marketing controller.

Prior to this she spent five years as senior marketing manager at Debenhams, where she worked alongside Lancaster, and at home shopping group Freemans.

Lancaster left White Stuff last month to help Morrisons take its first steps online. She heads up the marketing operation at its non-food online business and also became chief marketing officer of maternity retailer Kiddicare.

White Stuff’s home shopping sales soared 45% in its last financial year to April 2011. The retailer’s pre-tax profits edged up 2% to £14.8m over the period, against a sales jump of 20% to £100.8m.