Birds Eye has brought in Anne Murphy to lead its UK team and oversee the brand as the business undergoes a major shake-up.
Murphy will be the new general manager for Birds Eye UK, which currently has sales of over £520m and a portfolio of 170 products.
The frozen food manufacturer was bought from Unilever three months ago by private equity group Permira Funds.
Last month it revealed it would be shedding 490 jobs by closing its Hull factory in a bid to restore the competitiveness of the business.
"Anne's appointment reflects Birds Eye's commitment to leading the frozen food category, communicating the natural advantage of frozen food and the quality of Birds Eye products. I look forward to working with her to build on the company's success," said Martin Glenn, chief executive of Iglo Birds Eye.
Murphy, who will report directly to Glenn, joins Birds Eye from Procter & Gamble, where she headed the customer development function with accountability for a large and diverse portfolio of household brand names including Gillette, Ariel and Fairy Liquid. Prior to that she spent seven years in PepsiCo's commercial division working on the Walkers brand. This followed eight years at Tesco, where she held a variety of buying and marketing roles.
"Birds Eye is an iconic brand and I am delighted to be joining at this exciting time," said Murphy.
"We are operating in a challenging market, where consumers are becoming increasingly knowledgeable and discerning in their choices
"We are committed to the revitalisation of this critical category through our category leadership and strategic working relationships with our retail partners. I look forward to being part of our future success."