Morrisons has appointed three new directors and promoted a further two, as it looks to further strengthen its senior team.

The supermarket giant has poached Lidl chief operating officer and board member Matt Heslop to be its director of convenience and wholesale. Set to start in early March, Heslop joins after 20 years at the discounter, over eight of them spent as COO.

Matt McLellan has been appointed to a newly created role of group data and media director, following his previous role as Asda vice president customer. At Asda, McLellan was responsible for the design and launch of the retailer’s loyalty proposition and for developing a wide range of high-profile customer programmes and initiatives.

Elsewhere, Morrisons has hired Bruno Lebon as its new group trading director, non-food, a role that will see him work closely with the supermarket’s new group trading director, Andrew Staniland. Lebon has spent more than 39 years at French supermarket giant Carrefour, most recently acting as executive director of supermarkets and hypermarkets.

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Separately, Morrisons has formally promoted interim operations director Martin Dawson to be group retail director and member of the executive committee, while online operations director Charlotte Exell has been promoted to take on full responsibility for the Morrisons Online offer in the newly created role of online director.

“I’m very pleased to welcome three outstanding retailers to the Morrisons leadership team,” said Morrisons CEO Rami Baitiéh. “All the new joiners have exceptional records in their fields and bring deep experience, a history of delivering growth and a clear customer focus. As Morrisons continues its re-invigoration and growth, their skills and their passion for the customer will make them a powerful addition to our team.

“Martin Dawson has made a significant impact in his new role over the last year and I am delighted to confirm him in the key role of group retail director. And Charlotte Exell has played a vital part in the recent growth of our online business and I’m confident that under her leadership Morrisons.com will go from strength to strength.”