King joined the business in 2013 as commercial director for travel retail and has held several senior leadership positions at TWE over the past four years.
He previously worked at Bacardi, Ernst & Young and Arthur Andersen and has been in the trade for a decade.
TWE chief executive Michael Clarke said: “Tom is an experienced senior sales executive and over the last four years has positioned TWE as a category leader in the Global Travel Retail channel.
“Tom’s strength is building strong relationships across a wide spectrum of customers as well as developing high performing teams. This appointment will ensure that our team in Europe will have continued stability and strong senior leadership.”