Barwell replaces Simon Stewart who had been in the top marketing job since 2008 but was recently appointed international managing director. The CMO role has been expanded, however, to include oversight of the company’s sustainability efforts.
Barwell will be responsible for managing the global marketing, innovation and sustainability strategies for brands including Robinsons and J20 as well as the PepsiCo brands it distributes in the UK. He will start in January.
He will join the executive team put together by chief executive Simon Litherland, who was appointed in May. The company has set out ambitious plans to expand in markets such as Spain and the US since it decided against a merger with AG Barr earlier this year.
Sales have improved since , lifted by the hot summer in the UK, increasing by 5% in the 12 months to 29 September.
Barwell left Diageo in July after 15 years at the company latterly as marketing and innovation director for Western Europe.