Claire Taaffe has been appointed corporate affairs director at Primark.

Primark, which operates as Penney's in Ireland, said Taaffe "brings a wealth of experience" in strategic communications, reputation management, and public affairs.

Ms Taafe joined Primark as director of communications in 2020 from GSK.

The firm said in her previous role, she had put together its international communications team and developed its external reputation strategy, playing a key role in shaping and protecting the brand during a period of rapid international growth.

Eoin Tonge, interim CEO at Primark, said: “As Primark’s operating environment evolves, building trust in our brand and business — and building trusted relationships — matters more than ever.

"Claire’s strategic insight and experience, coupled with her deep knowledge of our business, will be critical to strengthening our voice with colleagues, customers, communities, and stakeholders as we continue to grow.”

In her new role, Taaffe will lead Primark’s global Corporate Affairs function across its 17 markets.

Her remit includes overseeing global communications, deepening stakeholder trust, protecting and enhancing Primark’s reputation, and leading ESG communications and public policy engagement.

Commenting on her new role, Taaffe, said: “I’m proud to take on the leadership of Corporate Affairs for such an iconic brand. Primark has deep roots, bold ambitions, and brilliant people.

“It’s also a brand with strong inclusive, and democratic values, and a genuine commitment to doing the right thing. I’m excited to ensure our story is heard in the places and conversations that matter most.”