The Fairtrade Foundation has appointed a marketing director to its senior leadership team as it attempts to double the number of producers benefiting from accreditation by 2012.

Cheryl Sloan has been given the newly created role as the foundation seeks to deepen its relationship with existing supporters and make Fairtrade products more mainstream.

The organisation hopes to hit £2bn in sales of products carrying the Fairtrade mark by 2012.

Sloan has 13 years in brands marketing, from Mattel to Kimberly-Clark to the National Lottery, where she was part of the team that won the third lottery operating licence for Camelot. "I look forward to creating new and exciting connections between consumers and producers," said Sloan. "I want ordinary people to think of Fairtrade as a basic requirement of products that come from the developing world."