Match & More chief exits Morrisons

The man responsible for launching Morrison’s Match & More loyalty card has left the supermarket chain in a major cull of senior staff as new chief executive Dave Potts makes his mark.
Group customer marketing and digital director Nick Collard is one of five senior executives, including the group retail director and the head of logistics, to lose their jobs just weeks after former Tesco chief Potts took over from Dalton Philips.
Collard joined the company from Boots in 2011 as commercial director and was promoted to the marketing and operations director within 12 months, responsible for customer proposition development across Morrisons business, including CRM, customer insight, advertising and promotional strategy.
He was only promoted to group customer marketing and digital director in January this year.
During Collard’s tenure, Morrisons signed Ant and Dec – a deal which has also now been axed – and played a key part in rolling out the Match & More loyalty and price-matching programme.
Since launching the scheme in October 2014, the retailer has reduced the price of 130 high volume everyday lines by an average of 22%. However, it was cited as a major cost in its latest results, which showed a pretax loss of £792m for the year ending 1st February, compared to a loss of £176m for the same period last year.
Former Boots commercial director Andy Atkinson, who is brand and sourcing director at Morrisons, has been promoted to the role of interim marketing director.

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