Lidl GB has appointed Peter de Roos as its chief commercial officer.
He will join the British arm on 1 April 2022 from Lidl Netherlands, where he held the same position.
In his new position, de Roos will be responsible for buying, marketing and promotional activity, and will report into new CEO, Ryan McDonnell.
The news comes as current CEO, Christian Härtnagel announced he will be moving over to Lidl Germany to run the business.
As a result, current chief trading officer Martin Kottbauer will remain on the board and will report directly to de Roos.
“I’m pleased to welcome Peter on to our board of directors, bringing with him a wealth of experience within the Lidl group,” Härtnagel said.
“Progressive range development, a robust pricing and promotional strategy and creative marketing initiatives are core to our business – Peter will add a new dimension to these areas and help ensure that we maintain our customer promise of having the best products at the lowest prices on the market.”