Lidl GB has named its customer director Louise Weise as its new chief customer officer. 

Weise’s new role sees her join the company’s board of directors to lead its customer function, according to Lidl. 

She will primarily be responsible for the discounter’s brand and marketing, loyalty and customer insight, in-store customer experience and customer care.

The exec joined Lidl through its graduate programme in 2010, and has since served under a host of roles including head of non food, CRM insights and promotional activity director, and customer director. 

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Weise said: “I am thrilled and honoured to step into this role at such a pivotal stage in Lidl GB’s growth. 

“As we continue to build momentum, my focus will be on strengthening our customer experience, deepening our brand loyalty and ensuring we deliver our More to Value proposition across every customer interaction. 

“We will continue to provide high quality without compromise, by listening to our customers and  focusing on what they prioritise in their lives.”

The appointment comes after Lidl reported its biggest Christmas trading period to date earlier this month, with figures showing sales up 10% year-on-year and turnover exceeding £1.1 billion in the four weeks to Christmas Eve.

The performance was driven by a sharp increase in shopper numbers, which rose 8% compared with last year.