Warburtons commercial director Roz Cuschieri has left her job with the UK's best-selling bread brand to join gluten-free baking specialist Genius Foods.

Cuschieri, who has more than 20 years' experience in fmcg and retail, will be responsible for developing the Genius brand in the UK in the newly created role.

"I've joined Genius because it's an industry I really love," she told The Grocer. "I have 12 years' experience in the baking industry, but gluten-free is an area that's new to me and is showing great growth. I'm looking to bring my existing skills to Genius and to develop my own experience and understanding."

She added that Genius was "very serious" about developing its brand in the UK. Its current TV ad campaign, launched last month and featuring 'Albert Einstein', also showed the brand's commitment to grow, she said.

"The feedback from the campaign so far has been extremely positive," she added. "We're very pleased with the results we're seeing. We wanted the TV ads to reflect our values at Genius a commitment to innovation, soft and delicious bread, coupled with a sense of humour. We're passionate about providing great-tasting gluten-free products for our consumers and the new campaign is intended to communicate this enthusiasm. Consumers seem to be ­really engaging with the Einstein concept."

Cuschieri began her ­career at United Biscuits in sales and marketing, followed by a five-year spell at Scottish Courage in senior roles focused on trade and category marketing. She joined Warburtons in 1998 and has spent the past seven years on the company's executive board.