Carlsberg UK has created two new sales directors roles in its executive team with the appointments of on- and off-trade sales directors.

The current marketing and strategy director Darran Britton has been appointed as on-trade sales director while the current director of take-homes sales, Tony Watson, is the new off-trade sales director.

Both roles will be effective from 3 November 2014 and report to James Lousada, chief executive officer.

Britton joined Carlsberg UK in 1993 as a graduate trainee, rising through roles in business development and marketing – including brand and customer marketing, and innovation. He was appointed to the UK Board in 2006.

Watson joined Carlsberg UK as a sales representative in 1995 and has progressed through various commercial roles across on-trade and off-trade sectors, including logistics, technical services, operations and sales.  He was appointed to the position of take home sales director in September 2013.

The role of sales director was previously covered by James Lousada as an interim position following his appointment to UK CEO in January 2014.

Lousada said: “The appointment of Darran and Tony to these core roles within the UK business is an important step in delivering our strategy.  We strive to be the best partner for our customers, through our brands, service and most importantly, our people.  The new shape of our Executive team demonstrates our drive and ambition to becoming the best beer and beverage business in the UK.”