Coyle has been at the business for the past decade and was made director of Ireland, Scotland and craft in 2013.
He said: “This new role offers an opportunity to really combine the best of both brand worlds, taking the consistent quality of big scale brands, the innovative freedom of Craft, and the passionate and talented people throughout our business, to give consumers the choice of exceptional beers they deserve.
“Scale brands and Craft brands have a lot to offer the category individually, but harnessing the strengths and opportunities of both is how we can ensure the beer category thrives in the future.
“It is my ambition to work across our business to maximise these opportunities, making the category healthier and more valuable for everyone.”
His appointment fills the vacancy left by Andy Cray, who recently became chief commercial officer at Molson Coors’ global business.
Frederic Landtmeters, managing director at Molson Coors UK & Ireland, says: “Martin’s appointment is testament to his proven track record within the business. Among his strengths lies his ability to build and nurture brands of all sizes across our portfolio, from Carling, to Coors Light and Doom Bar.
“His sharp commercial acumen and strong leadership pedigree has led the exciting growth markets of Ireland, Scotland, Sharps and Franciscan Well, and we are certain he will continue to deliver as his remit extends across all brands.”