In his new job, Sugden will be responsible for spearheading the combined customer marketing, customer planning and sales operations functions.
The role is part of United Biscuits’ plans to expand its customer marketing team in an effort to reinforce the company’s focus on account-specific solutions for retailers to grow their snack category sales.
Sugden joined United Biscuits in September 2004 as head of customer marketing. He was previously head of category marketing and marketing services at Sainsbury.
He also worked for eight years at Coca-Cola, starting as assistant brand manager for Lilt and Sprite before progressing to head of customer marketing for grocery and impulse.
He started his career at Tesco, where he was a local marketing manager to support store activity.