He replaces Breffni Walsh, who will be leaving the retailer next month for personal reasons.
Jefferson will take the marketing helm at the 278-store chain, which was acquired by private-equity firm Kohlberg Kravis Roberts for £955m last January, as it embarks on an integrated ad campaign to promote its expertise and breadth of offer.
The TV and print drive, created by Krow, will promote Pets at Home’s offering, which ranges from pet food and accessories to in-store vets and grooming services.
Pets at Home launched its first national TV campaign in October 2009, aimed at building awareness among consumers. Shot from the perspective of a dog in a store, the commercial marked a step-change in its brand strategy, according to Walsh.
‘We now need to build on our expertise,’ she added. ‘Our customers tend to be evangelical about us, so we need to convey exactly what we offer, beyond pet food, such as rolling out puppy training to all our stores.’
Greggs has now embarked on the search for a replacement for Jefferson in the role of marketing director.
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