McVitie's marketing director Garry Biggs has been promoted to commercial director as the company seeks to boost its commercial focus.
He will be responsible for managing core brands such as McV Chocolate Digestive and McV HobNobs, which the company claims are together worth more than £250m. He will also build on McVitie's branded innovation programme, which delivered McV a:m in April.
Claire Hodge, business development director for KP Snacks, has been promoted to commercial director, responsible for brands such as Go ahead!, Jaffa Cakes and Penguin. Hodge has been charged with driving growth by developing and delivering heavily financed marketing programmes.
Biggs and Hodge will report directly to McVitie's MD Colin Hutchison, who said: "The creation of these two senior positions on our management board builds on UB's commitment to drive branded growth through increased focus and accountability."