Bernard Matthews has appointed Rajinder Sahota to the newly created role of marketing controller.

He will have responsibility for the Bootiful branding as well as the own-label business. The Norfolk supplier said Sahota would oversee a bigger TV advertising investment for 2011 than 2010 and would also head up "innovative NPD" and the continuation of the marketing activities with brand ambassador Marco Pierre White.

Sahota has previously held marketing roles at Danone, Bayer Healthcare and Premier Foods.

"Having been through some challenging times, the company is bouncing back," said Sahota, referring to the £4m sales loss Bernard Matthews suffered in 2009. "The company continues to place significant investment in its marketing and I'm looking forward to helping to develop this."