weight Watchers

Davidson was previously global beauty brands marketing director for Boots and has held marketing director roles at Levi’s, L’Oreal UK and Lastminute.com.

She replaces former vice-president of marketing Lindsay Reisser-Weston, who moved to take over the global brand director role at Castrol in January after four years at the diet company.

The diet brand has also appointed former Samsung head of brand strategy Melissa Matthews as advertising brand manager. It is also looking to a number of brand and marketing manager roles to head up its advertising, CRM and meetings teams.

WeightWatchers overhauled its diet programme last year with the introduction of ProPoints.

The brand attracted criticism for featuring slim celebrity Alesha Dixon in a £28m marketing campaign to support the new programme.

A spokesperson for the brand says: “Julie brings a wealth of experience to the Weight Watchers brand from her previous marketing director roles at Levi Strauss, L’Oreal UK, Lasminute.com and the Boots beauty brands, to continue to drive us forward as industry leader. She will be optimizing the brand strategy, including the development of integrated and innovative communications campaigns, and she very much looks forward to working with a brand that changes lives.”