Internal Promotion at Lidl Elevates Marketing Leadership
Joanna Gomer, a seasoned member of the company since 2016, has been appointed to spearhead and sustain the remarkable expansion of the discount retailer.
Lidl store
Lidl has hired internally for its new GB marketing director, promoting head of campaigns and media Joanna Gomer to the top role.
Gomer, who started working at the supermarket in 2016, was initially hired by Lidl to work on strategic partnerships. She is recognized for her role in leading the partnership between Lidl and the FA.
Before this, Gomer was in charge of launching Lidl's 'Super' campaign. She also supervised other brand building projects like 'Ode to Bakery' and 'Save Another Way'.
Gomer has taken over the role of marketing director at the discounter, replacing Claire Farrant who left in September 2023 to join BP as vice-president of marketing for its retail division in Europe.
In her new position, Gomer is in charge of all marketing activities at the discounter. This includes overseeing strategy and planning, campaigns and content creation, consumer communications and social media, as well as creative and production tasks. She reports directly to the supermarket’s chief customer officer, Peter de Roos.
Before coming to Lidl in 2016, Gomer spent over five years at Tesco, the UK's largest supermarket, where he served as the brand communications and campaign manager.
According to de Roos, "Jo has a talent for prioritizing the customer in all aspects of our work, a skill that has played a crucial role in Lidl's remarkable expansion and will keep pushing the brand forward as more customers opt for Lidl."
Lidl achieved a record market share last month, with 8.1% of the UK grocery sector, according to Kantar. Despite food inflation levels returning to normal, the discounter continues to attract consumers.
As the sixth-largest supermarket in the UK by market share, Lidl is narrowing the gap with nearest competitor Morrisons, who holds 8.6% of the market. In addition, Lidl's sales growth outpaced discount rival Aldi last month, with a growth rate of 9.4% compared to 2.2%.
Editor's P/S:
The appointment of Joanna Gomer as Lidl's new GB marketing director is a testament to her exceptional leadership and the company's commitment to internal growth. Gomer's proven track record in developing successful campaigns and building strong partnerships will be invaluable in driving Lidl's continued expansion and customer loyalty.
Moreover, Lidl's impressive market share growth highlights the increasing popularity of discount retailers amidst rising food inflation. Gomer's customer-centric approach and strategic initiatives will be crucial in maintaining Lidl's competitive edge and attracting new customers. The company's focus on providing high-quality products at affordable prices is resonating with consumers, and Gomer's leadership is poised to further strengthen Lidl's position as a value-driven retailer.
