Weetabix has announced James Bruce as its new commercial director, and he will also be a member of its executive leadership team this November. Previously working with Tropicana, James played a key role in piloting its creation as a new business following its separation from PepsiCo. This follows over 20 years in senior roles with Danone. where he drove the success of flagship brands such as Actimel and Activia.
Colm O’Dwyer, managing director of Weetabix, said: “We’re delighted to welcome James to the Weetabix team. With strong experience in driving business growth, creating dynamic commercial strategies and raising vital engagement with customers in both the UK and Europe, he is a perfect addition to the Weetabix family.
James will be leading the Weetabix commercial team in the UK and internationally, a role previously held by O’Dwyer, who became the company’s managing director in October.
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