Group marketing and customer director
Morrisons
It’s been another tough year for the supermarket, making Collard’s one of the most pressurised, stressful jobs in the industry. Just days after revealing its ‘Love it cheaper’ strategy in May, a battle cry in the face of the ferocious onslaught from competitors such as the discounters, Morrisons reported a 7.1% drop in sales. In October, it followed this up with the launch of Match & More, a loyalty card that price-matches brands against Aldi and Lidl. On the bright side, it is undergoing enormous change and modernisation, the experience of which will stand Collard in good stead for any future marketing role he takes.
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