Aldi's Game-Changing Move: Unveiling Dynamic Joint Marketing Director for UK Expansion
Krysten Halley joins Aldi as joint marketing director alongside Jemma Townsend, further strengthening the supermarket chain's UK marketing team
Supermarket chain Aldi has named Krysten Halley as its new marketing director. Halley previously held the same position at The Flavourists, a plant-based brand. Before that, she served as head of brand for Ryvita.
Halley and Jemma Townsend, both marketing directors, will collaborate in leading marketing and strategy at the discounter.
In her role, Halley will spearhead the chain’s brand campaigns and partnerships, which encompass prominent collaborations such as Team GB and ParalympicsGB.
Halley has been appointed as the new marketing director, following the departures of Adam Zavalis and Sean McGinty. Zavalis left in May, while McGinty left in April to take up a top marketing job at Dunelm. Halley will report to Nick Ridley, the group marketing and communications director, who assumed the role in May after David Hills left to join Asda as its chief customer officer in February.
Despite significant internal changes within the supermarket, Aldi's marketing has thrived, culminating in numerous accolades, such as being awarded Brand of the Year at the Our Website Awards in 2022.
According to Ridley, Kyrsten has joined Jemma and the rest of the team during a period of unprecedented growth in the grocery industry. Aldi's popularity and demand have reached unmatched levels, and the team is brimming with exciting plans for the remainder of this year and beyond, extending into 2024.
The discounter has also capitalized on the financial strain faced by consumers due to the cost of living crisis, thereby surpassing Morrisons in 2019 to secure its position as the fourth largest supermarket in the UK. Furthermore, Aldi continues to make progress in this regard.
According to the latest data from Kantar, Aldi remains the retailer with the highest growth rate this month, with sales witnessing a 17.1% increase compared to the previous year. This growth is attributed to the fact that 19 out of 20 shoppers are still apprehensive about the affordability of their grocery shopping.
In August, the brand’s overall market share was 10.2%, a record high for the company.
