The store has confirmed that Hill & Knowlton associate director Anne Tyrer is to take the newly created role of manager of external communications.
She joins later this month and will report to marketing director Deborah Dolce.
A TK Maxx spokeswoman said: ‘We are growing significantly this year, with a number of new stores opening, and there is a need for this role due to the expansion.’
She added that because of the fast turnaround of goods in the stores, PR campaigns tended to be in six-week bursts, although its campaigning takes on a seasonal theme as well.
One of Tyrer’s first tasks will be to drive PR to promote the retailer’s autumn fashion range.
TK Maxx currently carries out its PR in-house. Tyrer and the spokeswoman declined to comment on whether the firm had plans to bring in agency support.
Tyrer has been at H&K since 1995, apart from a two-year spell working at Harvard PR. At H&K, her remit involves specialising in sports and marketing sponsorship, as well as PR for clients including American Express.
‘The work with Amex has been particularly fashion oriented,’ she said.
TK Maxx is part of US parent company TJX companies Inc, which also runs 1,800 stores in North America. This year the firm is marking its tenth anniversary in the UK, having opened its first store in Bristol in 1994.