The GB business will be led by Slay, who previously held an equivalent post in the on-trade side of the business, and Jim Young, MD for on-trade. Both will report to Andrew Morgan, president Europe, who now also becomes chief executive of Diageo GB.
Slay joined Diageo last February, prior to which he held a variety of commercial roles during a 13-year spell with PepsiCo in Europe and North America.
The overall GB MD role has been held by Don Goulding for the past six years but he is to take on a role implementing the new European structure. Steve Gannon, who is currently off-trade MD at Diageo GB, is to become European sales director, reporting to Slay.
All of the changes will take effect from February 1.