Arnd Pickhardt Lidl UK

Arnd Pickhardt

Lidl UK

Advertising and marketing director

A new entry to our Power 100, German-born Pickhardt has been busy repositioning the Lidl brand as more British, while challenging perceptions of its range and quality.

Last September, he led a transfor­m­ational £20m mark­eting campaign focusing on the brand’s quality, over­seeing a budget that has risen 400% year on year – outspending Tesco. Few brands have been as dis­rup­tive as Lidl in recent years, and Pickhardt says his biggest achievement has been managing a brand that has recorded the highest year-on-year growth of any supermarket, with more new customers than any other UK retailer. His sterling performance has brought him a plum job; Pickhardt is taking the top marketing role for Lidl’s German operation, its biggest market.

Voted the Power 100 Marketers’ Marketer of the Year

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Job description: Digital marketing executive
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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

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