Beam's UK and Ireland sales director Nick Paget will join Cobra on Aug 31 as commercial director.
Adrian McKeon, who joined Cobra as chief executive from Beam last month, said: "Having worked with him previously at Beam, I am sure he will be a tremendous asset to the team here."
In the newly-created position, Paget will manage a team of 30 who will be responsible for developing on and off-trade sales.
He said: "It is a great opportunity and one that was too good to turn down. The brand has come so far in such a short period of time, but I feel there's still so much potential for further growth."