Marketing and distribution specialists Petty, Wood has promoted Giles Reynolds to the newly created role of brand director.
His appointment is the latest change to the management team following the sale of the company to a Halifax Bank Of Scotland-backed management team last August.
Reynolds was previously commercial controller and will now take a more strategic role in developing brands to generate sales growth.
He joined the company 13 years ago and has marketed brands such as Bonne Maman, Amoy, and Duchy Originals, which is currently undergoing a review of its range.
As commercial controller, he was credited with launching Danone Waters' V Energy Drink onto the UK market in May 2000 and organising sponsorship of the first series of I'm A Celebrity Get Me Out Of Here in 2002.
Mike Hogg, who was brought in as chief executive after the management buyout, said Reynolds would play a key role in Petty, Wood's ambitious plans to increase the company's £36m turnover.
"We are convinced Giles is the right person to help us drive our portfolio through the next phase of development," said Hogg.
"His extensive knowledge across all areas of the grocery trade coupled with the strength of his relationships with our brand principles will prove invaluable as we work to deliver our ambitious growth strategy."
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