Aldi has appointed Kyrsten Halley as marketing director. She joins fellow Aldi mMarketing director Jemma Townsend, in jointly leading Aldi’s marketing team and strategy, as Britain’s leading discounter continues to win market share from all other UK supermarkets.
Halley joins Aldi following her role as marketing director at The Flavourists, part of the Samworth Brothers Group, the British food manufacturer, where she also advised on overall group brand strategy. She was also previously head of brand at Ryvita and part of the Marketing Academy Scholarship Programme.
She will lead Aldi’s brand campaigns and partnerships which include Team GB and ParalympicsGB.
Aldi’s marketing team has won a number of awards, including Marketing Week’s ‘Brand of the Year’ award for 2022 and The Drum’s Social Media 2021 award for its #FreeCuthbert campaign.
Kyrsten Halley and Jemma Townsend both report into Nick Ridley, group marketing and communications director, who has overall responsibility for Aldi’s marketing function.
Ridley said: “Aldi has become one of the UK’s leading brands and is famous for disruptive and memorable campaigns. From Kevin the Carrot to Cuthbert the Caterpillar, and our ongoing support for Team GB and ParalympicsGB, our Marketing Team has been responsible for award-winning work that has driven fantastic business results.
“Kyrsten joins Jemma and the rest of our team at a time when we are achieving record growth in the grocery sector. Popularity and demand for Aldi has never been stronger, and the team has exciting plans for the rest of this year and into 2024.”
Aldi continues to grow its market share and in the most recent Kantar data, for the 12 weeks ending to 6 August 2023, its market share stood at a record 10.2%.
The discounter is the fastest growing retailer for the fourth month in a row, with sales up 21.2% year-on-year.
Aldi has also been recognised by Which? as the UK’s Cheapest Supermarket for the past 15 consecutive months.
