Morrisons raids Sainsbury’s senior ranks to hire customer & marketing chief

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Morrisons names Rachel Eyre as new chief customer & marketing officer
Rachel Eyre will begin her role at Morrisons in 2021.
// Morrisons appoints Rachel Eyre as chief customer & marketing officer
// She will replace Andy Atkinson, who has been appointed Morrisons’ group commercial director
// Rachel Eyre has been with Sainsbury’s for the past five years, heading up its marketing communications

Morrisons has raided the senior ranks of Big 4 rival Sainsbury’s to hire its new chief customer and marketing officer.

Rachel Eyre, who has been with Sainsbury’s for the past give years, will step into the role next year to replace Andy Atkinson, who was appointed as Morrisons’ group commercial director earlier this year.

In her new role at Morrisons, Eyre will report to chief executive David Potts while also joining the grocery giant’s executive committee.


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Her role will cover customer insight and marketing communications including advertising, in-store and targeted marketing.

She will also oversee the local solutions, customer services and public relations teams.

At Sainsbury’s, Eyre most recently she led the company’s marketing communications across its Argos, Tu and core Sainsbury’s fascias.

Prior to that she launched Future Brands, a venture arm of Sainsbury’s commercial team, identifying and integrating distinctive and exclusive brands.

Eyre spent the early part of her career with Barclays where she worked across brand, marketing and communications in the wake of the global financial crisis.

“Rachel’s appointment is important for Morrisons as we continue to listen carefully to our customers and further improve the shopping trip,” Potts said.

“Rachel has an outstanding record and I am really pleased to be welcoming her into the business.

“Her appointment represents another step in our plan to develop the next generation of retail talent at Morrisons.”

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