Waitrose marketing director Suzanna Duke has been appointed to the new position of director of ambient buying.
It has also moved the head of its brand development and innovation team to the role of director, marketing and brand development.
The appointments come three months after the supermarket chain hired former Airmiles chief marketer Sarah Wood as head of marketing.
Waitrose has been pushing is quality and value proposition recently. It launched a television campaign, created by Miles Calcraft Bringshaw Duffy, late last year to reinforce its quality positioning and counter price-driven advertising from rival supermarket chains.
It is also recently launched a direct marketing campaign, created by Kitcatt Nohr Alexander Shaw, to drive awareness of in-store promotions and an email and direct campaign to push social network MyWaitrose.
The supermarket chain saw its market share increase 3.2% in the 12 weeks ending February 22, according to the latest TNS Worldpanel grocery research.