Lidl has promoted from within for its new marketing director, as the brand looks to continue its rapid growth in the UK.

Lidl Southampton

The discounter has announced it has promoted former head of campaigns and media Joanna Gomer to be its new marketing director.

Gomer replaces former marketing head Claire Farrant, who left the business back in September 2023.

She joined Lidl in 2016 from Tesco, where she worked in various marketing roles and originally joined the discounter to lead on strategic partnerships, such as with the Football Association.

Gomer will report to Lidl’s chief customer officer Peter de Roos, and will be responsible for all marketing functions at the discounter, from strategy and planning to campaigns and content 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.”

Jo Gomer said: “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.”