Former marketer Andy Weston-Webb was appointed to the newly-created role of chief commercial officer at the end of 2015, having been managing director at Birds Eye since 2011. The new role encompasses category marketing, research and development and group sales under one function. At the same time, the brand scrapped the CMO role in favour of a broader position where the marketing department is merged with areas such as business and sales. Weston-Webb has extensive experience of marketing, operations and leading local markets, having worked at Mars for four years as president of chocolate for Western Europe. Since the move, the brand has brought back Captain Birdseye and agreed a new sponsorship with Channel 4 for weekday showings of The Simpsons.