Annabel Karmel has appointed a new sales director and a new head of PR and marketing.

Mark Salter has joined the baby and children’s food brand as sales director, replacing Steve Glencross. Salter was previously at The One Brand where he developed the brand’s sales strategy, and has also worked for AB InBev and Marston’s.

In his new role, Salter will focus on increasing Annabel Karmel’s sales across retail and foodservice, as well as taking charge of the food ranges.

“We have an ambitious growth agenda and a responsibility to lead the way in the children’s food industry,” said founder Annabel Karmel. “Mark’s proven track record in achieving sales growth ideally positions him for this senior role.”

Sarah Smith joins in the newly-created role of head of PR and marketing. She was previously at consumer PR agency Consolidated PR working on accounts including Butlins, Häagen-Dazs, Tragus and Young’s. “Sarah combines first-rate communication expertise with the knowledge and front-line experience of helping big brands develop and deliver successful, innovative strategies,” Karmel said. “She is a great asset to the business with her deep understanding of the parenting and consumer lifestyle arena, media knowhow and passion for results.”

Smith added: “Annabel Karmel is a much-loved brand and a true success story. This is a prime opportunity to raise the profile of the PR and marketing function and propel the brand forward as it prepares for exciting launches.”