US discount retailer Family Dollar Stores has hired Jocelyn Wong, an executive from larger grocer Safeway Inc, as chief marketing officer.

Wong, who joined Safeway in 2010 from Procter & Gamble, will report to Family Dollar president and COO Michael Bloom.

“Effectively communicating our everyday value pricing to our customer is critical to driving trips and reinforcing our brand to grow our market share,” Bloom said yesterday (15 October).

“In a highly competitive retail environment, Jocelyn brings the experience and strategic vision we need to drive innovation in how we communicate to our customer to differentiate our brand and improve customer loyalty through our circulars and in-store experience.”

Earlier this month, Family Dollar reported an 8% increase in annual profits on the back of higher net sales as its stores succeeded in attracting more customers.

William Blair & Co analyst Mark Miller said the group’s results “reaffirmed the company’s significant secular growth opportunity to gain share from conventional supermarkets, which are challenged on all fronts”.

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