
Fry has retail experience, previously working for Sainsbury's. He has also held communications roles with the Channel Tunnel and AT&T UK.
Replacing Flic Howard-Allen, Fry will be responsible for product corporate PR, government relations, internal relations and investor relations.
It was announced in December that Howard-Allen would depart the company after seven years at the retailer to take the position of senior client services director at the PR agency Hill & Knowlton.