Typhoo Tea has promoted sales director Keith Packer to the position of CEO.
He takes over the position from Marcus Banfield and assumes duties immediately.
Packer (pictured) has been with Typhoo for three years and helped oversee the transition of the brand from Premier Foods to Indian group Apeejay Surrendra. The latter bought the brand in 2005 for £80 million.
He has held positions at Britvic, Allied Bakeries and Pfizer Consumer healthcare.
Manchester-based BJL was appointed to handle advertising for the brand after a pitch in June last year, while ZenithOptimedia retained the media planning and buying business. CHI & Partners was the previous incumbent on advertising.