Joanna Gomer confirmed as Lidl GB marketing director following Claire Farrant’s departure last year

UK supermarket Lidl GB has confirmed that Joanna Gomer has taken up the position of marketing director.

Most recently serving as head of campaigns and media, Gomer was promoted following Claire Farrant’s departure in September 2023.

Gomer joined the discounter in 2016 from Tesco where she worked in various marketing roles and was originally brought into Lidl GB to lead on its strategic partnerships, which included the its FA partnership.

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

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

Commenting on her appointment, Gomer said: “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.”

Roos added: “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. We’re delighted to have Jo in the position.”