Madureira joins Gala from Red Bull where he was trade marketing and sales director in Portugal for three years.
Prior to Red Bull, he held sales and marketing positions at Frito-Lay, Coca-Cola and Diageo, based in Portugal.
He replaces Louise Lloyd-Rossi who has left Gala to set up her own company.
Madureira said: “This is a very exciting time for Gala and especially for the Lyons brand. We will shortly be unveiling new plans which will take the brand forward into 2006 and beyond.”
Gala said the commercial department had been restructured to strengthen Lyon’s position in the coffee market and build on Gala’s expertise in the development of own-label hot beverages.