PepsiCo marketer Will Ghali is to become Cobra Beer's new marketing director in September.
Ghali is currently marketing director for PepsiCo's juice brands in the UK, such as Tropicana and PJ Smoothies. Prior to this, he worked as the marketing director at Nutricia and has previously held high-level positions in Reckitt Benckiser, Kraft and Unilever.
"The brand has come so far, but there's still so much potential to take it to the next level - especially in the mainstream market where Cobra is just beginning to make its presence felt," said Ghali.
He replaces Simon Edwards, who left Cobra in April to move overseas with his family. The appointment is the latest senior reshuffle at Cobra following the news last month that Adrian McKeon, former MD of Beam Global Spirits and Wine UK, will become chief executive in August.
Cobra's founder, Lord Karan Bilimoria, will then become the company's executive chairman.