Roucoule is promoted from the position of grocery channel manager, which he has held for more than a year.
He replaces Anthony Peet who has been promoted to the position of general manager.
Prior to joining Buena Vista, Roucoule held the posts of category management controller and grocery controller at Burton’s Foods.
He said: “I’m looking forward to continue cultivating even closer partnerships with our retail and rental customers. Understanding customer needs is top of my agenda.”
Peet added: “Philippe is passionate, driven and resourceful and will lead the UK sales team with flair and vision.”