Procter & Gamble has promoted Western European director for market strategy and planning Geraldine Huse to the position of general manager of customer business development for UK and Ireland as part of a senior management reshuffle.

In her new role, Huse will report to UK and Ireland vice president and MD Irwin Lee and will be responsible for managing P&G’s relationship with its retail customers.

“We want to continue developing strong relationships with our customers, working together and making our joint decisions quickly,” she said. “This is the only way we can ensure we deliver superior innovation and value to our consumers.”

Huse was Western European director for market strategy and planning for three years, responsible for driving new strategies across the company’s European customer business development organisations.

She joined P&G’s sales team for laundry, cleaning and paper products in 1986. Since then she has also managed the Sainsbury's account and spent three years in Poland as brand manager for laundry.

Huse replaces Ian Radcliffe, who has been promoted to general manager for P&G’s US Wal-Mart business. He will also be responsible for P&G’s business with Wal-Mart in Canada and the UK.

Radcliffe became CBD director in 2007, where he ran what P&G described as one of the largest fmcg sales departments in the UK and Ireland. He also played a key role in P&G’s integration of Gillette.