Lidl GB has promoted customer director Louise Weise to the role of chief customer officer, as the supermarket looks to sharpen its focus on brand, loyalty and customer experience.

Reporting into Lidl GB chief executive officer Ryan McDonnell, Weise will join the retailer’s board of directors and replaces former chief customer officer Jassine Ouali, who departed in the summer to take on the same role at Lidl France. Marketing director Jo Gomer will now report into Weise.

The new chief customer officer’s remit spans brand and marketing, loyalty and customer insight, in-store customer experience and customer care, bringing responsibility for the full customer journey under a single leadership role.

In a statement announcing her appointment, Weise describes the role as coming at “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,” she says.

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Weise joined the business via Lidl’s graduate programme in 2010 and over the intervening 15 years has held several senior roles across the organisation, rising from head of food promotion and head of digital to CRM, insights and promotions director. She served most recently as customer director, a role she assumed in August 2024.

Reacting to Weise’s appointment, Lidl credits her hands-on experience of the shop floor and time spent in Germany “deepening her understanding of global operations” as giving her a “broad, international perspective” on how the business works at scale. According to the retailer, Weise will be “instrumental” in bridging the gap between strategy and the realities of day-to-day customer interactions in store.

Her appointment comes as Lidl builds on a period of strong trading performance. Over the 2025 Christmas period, the retailer continued to attract shoppers seeking value amid ongoing cost-of-living pressures.

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The business exceeded £1.1bn in turnover during the four weeks to 24 December. Sales increased by 10% overall year-on-year, a 3% rise from last year. Lidl welcomed almost 51 million customers during the four weeks to 24 December, almost 4 million more than the same period last year, marking an 8% rise.

At the heart of Weise’s remit is the rollout of Lidl’s More to Value brand platform, launched in September with a focus on quality messaging and backing British products. Across 2025, the retailer claims to have invested £300m in keeping prices low, with prices dropped on more than 1,000 everyday products between January and October 2025.

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