The Perfume Shop has promoted Michelle D’vaz to the position of brand and marketing manager to lead its advertising strategy.

D’vaz has been appointed after working as its national advertising and PR manager in a role in which she ran the retailer’s loyalty scheme and its annual press and TV advertising campaigns.

In her new role, D’vaz will oversee the marketing team and develop a brand strategy for the business.

D’vaz said: “Since joining The Perfume Shop six years ago, I have seen first-hand how hard the entire business works to ensure we are market leaders. I look forward to helping to drive the business forward and continuing to develop and grow our core values in 2013.”

The beauty retailer last week revealed a 2.4% jump in like-for-like sales for the Christmas trading period, as sales via mobile devices rocketed 367% due to m-commerce improvements.