Morrisons has created the role as part of its rebranding initiative, which is being rolled out to stores and is spearheaded by chief executive Marc Bolland. The new recruit will report to head of marketing Michael Bates.
Bates said: “The role reflects the importance of Morrisons as a brand to our business. It is about ensuring our brand is delivered consistently across all our touch points.”
He added that it is the responsibility of any retailer to not “over-promise” and that part of the role would be to ensure that this does not happen.
Planet Retail analyst Bryan Roberts said: “Through its advertising initiatives, we’re becoming much more aware of Morrisons and what it has to offer. The sooner it can align its branding in all areas, from its carrier bags through to its in-store environments, the better.”
Last month, Morrisons posted a 57 per cent profit lift to£247 million for the 25 weeks to July 29.
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