Lidl GB has promoted Joanna Gomer to the position of marketing director, taking over the role from Clare Farrant who left the discount grocer in September 2023.

Most recently serving as head of campaigns and media, Gomer first joined the discounter in 2016 from Tesco where she worked in various marketing roles.

She was originally brought into Lidl GB to lead on its strategic partnerships, including the discounter’s high profile Football Association (FA) partnership.

Reporting in to Lidl GB’s chief customer officer, Peter de Roos, Gomer will be responsible for all marketing activity at the discounter, including strategy and planning, campaigns and content, consumer comms and social media, creative and production and digital.

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Since taking over, Gomer has led the launch of the discount supermarket’s ‘Super’ campaign, while also overseeing brand-building activations such as its award-winning ‘Ode to Bakery’ and ‘Save Another Way’.

“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,” said de Roos.

“We’re delighted to have Jo in the position,” he added.

Gomer commented: “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.”