Mike Hoban, who just last month resigned as marketing and e-commerce director for Thomas Cook, has surfaced at Morrisons where he has been named brand and communications director.
Hoban – who has also served at Scottish Widows, Barclaycard, British Airways, and WH Smith – has assumed responsibility for brand identity and external marketing for the supermarket.
He reports to Nick Collard, Morrisons group marketing and customer director, who said Hoban “has a proven track record and brings some deep expertise in his field”.
Morrison’s has struggled in recent years as a result of the rise of discount stores such as Aldi and Lidl. It posted a pre-tax loss of £176m for the year to 2 February and posted a 2.8 per cent fall in like-for-like sales over the last 12 months.
A recent study by IDG suggested that discount retailers and online shopping will overtake the ‘Big Four’ supermarkets – of which Morrisons is one – by April 2019