Lidl has promoted head of campaigns and media Joanna Gomer to its new marketing director.

Gomer’s joined the discounter in 2016 from Tesco and originally led on its strategic partnerships, which including its FA tie-up.

She will report to the grocer’s chief customer officer Peter de Roos and will be responsible for all marketing functions at the supermarket, including strategy and planning, campaigns and content, consumer communications and social media, creative and production, and digital.

De Roos said: “Jo is an expert at putting the customer at the heart of everything we do; a skill that’s been instrumental in driving Lidl’s phenomenal growth, and one that will continue to propel the brand forward as more shoppers choose Lidl. We’re delighted to have Jo in the position.”

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Gomer added: “Lidl is such an amazing brand to work on. I’ve loved the past eight years and what we’ve achieved, driving our personality and brand promise. I’ve got an incredible team who are brilliant at what they do, and I’m really excited for what the future holds and what we can achieve together.”

Her promotion follows Claire Farrant’s departure in September 2023 to head up marketing for BP’s mobile and convenience retail business across Europe.

She takes on the role with Lidl at a high. The discounter notched up a record market share of 8.1% last month, according to the latest Kantar data.

In the 12-weeks to 12 May, Lidl sales rose 9.4% year-on-year fuelled by both its in-store bakery options, with freshly baked bread, cakes or pastries making it into a quarter of baskets, and its loyalty scheme, Lidl Plus.

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