Morrisons has poached White Stuff multichannel boss Alison Lancaster to head up the marketing operation at its non-food online business.

Lancaster, who was cross-channel director at White Stuff, will become chief marketing officer of maternity retailer Kiddicare, which Morrisons acquired to help facilitate its leap into online, and will become marketing director of online non-food at the supermarket giant.

Lancaster will help Scott Weavers-Wright, chief executive of Kiddicare and managing director, non-food - online, of Morrisons, launch the grocer’s online operation. Its non-food web offer is due to launch in Spring this year.

Prior to her role at White Stuff, Lancaster held roles at Harrods and John Lewis.

Lancaster starts at Morrisons and Kiddicare on January 23.