Weetabix has appointed James Bruce as commercial director, effective immediately.
Bruce joins the business from his previous role as Tropicana Brands Group UK&I commercial director and commercial strategy director for Europe.
Joining in 2023, Bruce played a key role in piloting the creation of Tropicana Brands Group as a new business following its separation from PepsiCo.
He spent the first 20 years of his career at Danone, where he drove the success of flagship brands such as Actimel and Activia in the UK and several markets in Europe.
After working up the ranks in various account management and strategic roles, Bruce was appointed Danone’s UK&I commercial director in 2019, before becoming GM for Finland and strategy director for Nordics & Baltics in 2021.
Bruce will lead Weetabix’s commercial team in the UK and internationally, replacing Colm O’Dwyer, who stepped into the role of MD last month.
“We’re delighted to welcome James to the Weetabix team,” said O’Dwyer.
“With strong experience in driving business growth, creating dynamic commercial strategies, and raising vital engagement with customers in both the UK and Europe, he is a perfect addition to the Weetabix family.
“I look forward to working closely with James as he brings his wealth of experience, energy and enthusiasm to his new role.”
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