Capper operates the group’s South Wales and South-east England business. The Spar chain is operated by six regional wholesaler franchises in the UK and is part of Spar International, the world’s largest international food retail chain that operates in 34 countries.
The director will head up Capper’s existing marketing department, reporting into managing director Robert Upton.
Spar operates a national marketing strategy led by brand director Susan Darveyshire from its head office, but each franchise is responsible for regional campaigns.
Because convenience retail is focussed on local communities, the shoppers and retail environment differ from region to region.
Capper’s marketing director will devise a marketing strategy focussing on retailers and customers in its territory, adjusting the common marketing campaign to suit the regional needs.
A spokeswoman says: “Capper decided to take on a director because it’s an important function to have and the business is growing.” Several but not all of Spar’s other franchisees already have marketing directors.
In July, Spar launched its first ever own-brand campaign. The £5m national campaign was in support of the re-launch of Spar’s own label ranges.