The internal reorganisation comes nearly two months after the firm reported a 25 per cent fall in pre-tax profits.
This month the company divided its trading activities into two businesses – sports and fashion – splitting the buying, merchandising and marketing teams.
Helme is to head the PR and marketing team responsible for the sports division. He replaces long-time marketing director Tim Gardiner, who left the company in May.
JD, which in the past has marketed itself to consumers aged 11 to 19, attempted to reposition the brand last April by drafting in Capitalize PR to launch a brand-building campaign (PRWeek 18 April).