McVitie’s owner Pladis has appointed Geoff Painter as chief insights officer.

Painter, who starts his new role today (13 January), worked at PepsiCo for more than 20 years and, most recently, led insights and analytics for the company’s Asia-Pacific region. He has previously worked for PepsiCo in China, India, Asia-Pacific, Australasia and the UK and Ireland.

The appointment of Painter comes six months after Pladis named another PepsiCo veteran, David Murray, as managing director for the UK and Ireland.

“Geoff brings a rare combination of functional and commercial expertise, honed through diverse international market and cultural exposure, including in both developed and emerging markets,” said Pladis chief executive officer Salman Amin.

“His expertise will strengthen Pladis’ growth capabilities, bringing industry trends and the voice of the consumer to the forefront of our work.”

Painter said he was thrilled to be joining Pladis.

“It is more important than ever to recognise that everything starts with the consumer and to place this understanding at the heart of everything we do,” he explained. “I look forward to joining the team and contributing to continued success at Pladis.”