Lidl store front

Peter de Roos will be joining the Lidl GB team in April

Lidl has appointed former CCO for Lidl Netherlands, Peter de Roos, as its new GB CCO.

De Roos, who is replacing Ryan McDonnell as CCO, will join the Lidl GB team from 1 April this year.

McDonnell will be taking on the Lidl GB helm once current CEO Christian Härtnagel leaves next month to head up the Germany executive team.

As part of his new role, de Roos will be responsible for buying, marketing and promotional activity.

Härtnagel said: “I’m pleased to welcome Peter on to our board of directors, bringing with him a wealth of experience within the Lidl group.

“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.”

De Roos, who has been working for the retailer across a variety of roles for over 10 years, will report directly to McDonnell.

While he has mainly worked for Lidl Netherlands throughout his career with the German discounter, he has also had a stint as food promotions manager for Lidl Belgium & Luxembourg.

Meanwhile, de Roos will work alongside Lidl GB marketing director Claire Farrant as well as current buying head Martin Kottbauer, who will continue as chief trading officer on the Lidl GB board. Both will report directly to de Roos.