Ed Culf, currently commercial director of the company's combined Jus-Rol and Saxby's pastry business, is to become the UK marketing director.
He will replace Linda Hipkiss, who has been in the role for the past seven years and has become vice president of international marketing, based in Minneapolis.
Culf joined General Mills in 1997 in a marketing role and was promoted to general manager of General Mills New Zealand in 2002. After the company bought Saxby's last year, Culf managed its integration with Jus-Rol.
Meanwhile, UK finance director Richard Bouchier has been promoted to European finance director, effective from next month.
Bouchier will be succeeded by Richard Arthurs, currently senior financial manager in the Meals Division, based in the US.