Eyre, who currently serves as head of brand communications and creative across all of Sainsbury’s brands, including Argos, Habitat and its Tu clothing label, will switch to big four rival Morrisons in 2021. 

Eyre will succeed Andy Atkinson, following his promotion to group commercial director, and will report directly to chief executive David Potts. 

Morrisons said Eyre will take on responsibility for all customer insight and marketing communications, including advertising and targeted marketing. She will also oversee the grocer’s PR, customer services and local solutions teams.