Hostmore brand Fridays has appointed Rhiannon Scarlett as its new chief marketing officer (CMO).

Scarlett will oversee the marketing, PR and digital operations for Fridays UK and its sister brand 63rd + 1st, including all CRM, loyalty and digital operations, as the recently-listed Hostmore looking to accelerate its expansion.

Scarlett, who will take up her role on 25 April, joins from The Body Shop where she has worked as UK marketing director, with responsibility for leading the marketing strategy and initiatives to drive customer acquisition, retention, and growth of existing customers

She started her career at customer insight, data and comms agency Dunnhumby, which worked in partnership with Tesco in the UK and The Kroger Company in the US to deliver customer led strategies.

During her time there she launched and rolled out the Tesco retail marketing programme, working with food brands such as Unilever and P&G to help promote and engage their customers with brands in the store and online. She later moved to the US to work with the Kroger Company where she led their loyalty programme in California, North Carolina and Utah.

Robert B. Cook, Fridays CEO, said: “As a retail marketeer with rich consumer knowledge, combined with her background in data and customer insight, she will play a key role as we deliver against our ambitious growth plans.

“We are on a mission to make Fridays famous again and Rhiannon will help us build creative, standout initiatives to spread that Fridays Feeling to new and existing customers right across the country.”

Fridays recently announced it would be opening a flagship store in Chelmsford this spring, and last month opened its first Fridays and Go QSR format site in Dundee, with plans for more.