Lidl promotes internally for new marketing director

Joanna Gomer, who has been at the business since 2016, is tasked with continuing to drive the discounter’s “phenomenal growth”.

Lidl storeLidl has hired internally for its new GB marketing director, promoting head of campaigns and media Joanna Gomer to the top role.

Gomer, who joined the supermarket in 2016, was originally brought into Lidl to focus on strategic partnerships and is credited with having led its partnership with the FA.

In her previous role, Gomer led on the launch of Lidl’s ‘Super’ campaign, as well as overseeing continued brand building efforts such as ‘Ode to Bakery’ and ‘Save Another Way’.

She replaces former marketing director Claire Farrant, who left the discounter in September 2023 to join BP as vice-president of marketing for its retail division in Europe.

Lidl achieves record market share as grocery inflation returns to ‘more normal’ levels

As marketing director, Gomer is responsible for all marketing functions at the discounter, including strategy and planning, campaigns and content, consumer communications and social media, creative and production, and digital. She reports into the supermarket’s chief customer officer, Peter de Roos.

Prior to joining Lidl in 2016, Gomer worked at the UK’s biggest supermarket Tesco for more than five years, latterly as brand communications and campaign manager.

“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,” says de Roos.

Lidl reached record market share last month, as the discounter continues to attract consumers even as food inflation levels normalise. The supermarket achieved 8.1% market share of the UK grocery sector in the 12 weeks to 12 May, according to Kantar.

The sixth-biggest supermarket in the UK by market share, Lidl is closing the gap between itself and nearest competitor Morrisons, which holds a market share of 8.6%. Last month, Lidl also grew sales considerably faster than discount rival Aldi (9.4% versus 2.2%).