Goff succeeds Michael Gleeson who announced his decision to leave Morrisons last month.
Goff has been with Morrisons for over 10 years and is currently operations development director, with responsibilities that include productivity, procurement, group strategy, loss prevention and fuel. Prior to that she was group finance director, responsible for the Morrisons Finance and Procurement teams and Chair of the Treasury Committee.
Before joining Morrisons in 2011, Joanna was at PwC for 11 years.
David Potts, Morrisons chief executive, said: “Jo is a great example of the new generation of home-grown talent that is rapidly progressing at Morrisons and I’m very pleased to appoint her to such a crucial role.
“Jo is widely experienced having held a number of senior financial and strategic roles at Morrisons and in all of them has made a very significant contribution to the business. I look forward to welcoming her to our board and to working closely with her in the next phase of our development.”
Goff said: “I'm really pleased to have been asked to be Morrisons chief financial officer at such an important time in our history. This is a great business with outstanding people and a clear purpose and I'm looking forward to starting the new role.”
In February, Morrisons ditched the use of plastic packaging for its own label milk, switching to carbon neutral cartons across the range.
Nine types of Morrisons fresh milk are being sold in Tetra Pak cartons to save an initial 100 tonnes of plastic a year.
This followed the supermarket ditching use-by dates on its own label packaging in a bid to prevent waste.