PZ Cussons' regional director of Africa, Chris Davis, has been promoted to the newly created role of commercial director as part of a major senior management restructure.

In his new role, Davis will oversee operational running of the health & beauty manufacturer's Europe & Asia and Africa regions, as well as corporate services, HR, new business development, supply chain, marketing and innovation.

Davis's promotion is the latest in a series of new appointments at the company, which makes Imperial Leather, Original Source and Charles Worthington.

"Last year we established an operational board below the main board level," said PZ Cussons' group finance director Brandon Leigh. "As a result, eight new recruits and internal board members have been appointed since June."

The eight would now report to Davis, he said, praising the new commercial director's track record.

"Davis is both entrepreneurial and commercial and successfully grew our Australian business in a very competitive market," he said. "He also has the skills we need including sales, channels and brand strategy knowledge."

Davis joined PZ Cussons Australia in 1993 from IT asset management specialist BTR. He worked his way up to managing director of PZ Cussons Australia, which he transformed from a break-even business into a profitable one.

He moved to the company's Stockport-based UK office in 2006 when he joined the board and became regional director of Africa, the company's largest regional group.

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