Toms has built up the Cheerios, Shreddies and Shredded Wheat brands and has a “keen understanding of consumer needs”, according to the brewer.
He will report to commercial director David Revell, who said: “Phil has a proven track record in developing brand performance at Nestlè Cereals on brands including Cheerios, Shreddies and Shredded Wheat and has a keen understanding of consumer needs.
“This will be invaluable as he shapes our strategy to build on the individual strengths of a diverse portfolio that encompasses established favourites like Wells Bombardier, rising stars such as Estrella Damm right through to the niche beers that include Banana Bread Beer and Young’s Double Chocolate Stout.”
Toms added: “I’m looking forward to bringing my experience to this stimulating market, exploring the taste profiles and features of the beers and bringing these to life through their individual characteristics and innovative collaboration with retailers.”
He will start in November.