Morrisons head of brand strategy departs

Micklethwaite has returned to his previous employer Arla Foods – where he left his position as vice-president of marketing in June – in the more senior position of vice-president for strategy and portfolio.

Marketing reports that Sonia Whiteley-Guest, currently employed by Everything Everywhere as director for Orange, is replacing Micklethwaite at Morrisons with the job title of brand development director. A spokesman for Morrisons confirmed Micklethwaite’s departure but said an appointment had not yet been made.

Whiteley-Guest was formerly head of marketing for the George clothing range at Asda and would report to own-brand director Belinda Youngs if she joined the Bradford-based supermarket.

The departure comes as Morrisons is engaged in a major campaign to revitalise its own-brand offer following a year-long review.

Morrisons launched its M Kitchen ready meal range last month and is to rebrand its value range to M Savers.