The Garden Centre Group has appointed former Waitrose head of marketing communications Sarah Fuller as its marketing director.

The retailer, formerly known as Wyevale, has hired Fuller to lead its marketing communications, ecommerce activities and customer services. She will also be responsible for the retailer’s loyalty scheme, ‘The Gardening Club’.

She replaces Robert Diamond, who has left the retailer.

In her three years at Waitrose, Fuller led the essential Waitrose marketing launch, the three-year Delia Smith and Heston Blumenthal campaign, the Brand Price Match initiative and developed the supermarket’s loyalty scheme myWaitrose.

Fuller has also previously worked as director of marketing and insight at British Airways Group and Telewest – which is now known as Virgin Media – across marketing and product management roles .

The Garden Centre Group chief executive Kevin Bradshaw said: “In the twelve months since The Garden Centre Group was acquired by Terra Firma we have been able to attract strong talent into all areas of the business which, combined with a range of operational improvements, have made us stronger and more profitable as we grow.

“We welcome Sarah’s leadership in continuing to drive this growth both with our current loyal customer base and new customers to the group.”

Bradshaw joined the retailer from car rental firm Avis Europe in November.