Costcutter has appointed Jill Morris to the newly-created position of head of marketing.
Morris joins from Interflora, where she headed up the communications team. She was previously responsible for PR and communications at Nisa-Today's.
At Costcutter she will be responsible for developing the retailer's strategy in areas such as TV advertising and online. She will also play a key role in the development of the next generation of Costcutter store formats.
"Jill's experience enables Costcutter to expand its key marketing activities," said Costcutter's trading and marketing director Angela Barber.
Morris said she was delighted to return to the sector, having witnessed the challenges faced by independent florists in combating the threat of the multiples. "The two sectors are not dissimilar and I'm convinced Costcutter will benefit from my experience within the grocery sector," she added.