British Bakels MD Paul Morrow has been promoted to the two-strong executive committee that runs the Bakels group worldwide.
The group comprises 35 Bakels companies spread over five continents and 30 countries employing over 2,000 people.
Morrow will continue to report to executive chairman Armin Ulrich, who is based in Switzerland, while he takes over responsibility for growing the Bakels business worldwide.
Morrow told British Baker: "The transition to the new role will take place later in 2008 and in that period we will appoint a new MD to take over my role in the UK."
Although much travel will be involved, Morrow will continue to be based in the UK, moving into new offices at the existing British Bakels HQ in Bicester.
He said: "The UK industry gives you the experience of running an operating company in probably the most competitive bakery market in the world. If you make money successfully in the UK, you are world-class. I will stand firmly on the success of our UK business, where we have built successfully on our strong craft foundations. We can apply many of the lessons we have learned to the rest of the group. For example, European supermarkets now have a global presence."
Morrow added: "I have been at the helm of British Bakels for 14 years and am looking forward immensely to this new challenge. We must be in harmony with the markets we serve."