US-based food company Kraft Heinz has appointed Campbell Soup Company executive Carlos Abrams-Rivera as its new US zone president.

Abrams-Rivera will assume the new role on 3 February and will lead Kraft Heinz’s US business operations.

Kraft Heinz Company CEO Miguel Patricio said: “The US represents the majority of our company’s overall business, so this is an enormously important role. I have every confidence that Carlos is the visionary leader we need to drive the US business forward at this moment of transformation.

“Carlos has successfully implemented a strategic approach to reinvigorating brands and has a strong track record of growing businesses with a consumer-first focus to consistently drive strong business results.”

With this appointment, Kraft Heinz aims to rebuild its business momentum by driving growth. It intends to achieve this through consumer-first marketing, innovation and people development.

The 52-year-old Abrams-Rivera offers more than two decades of experience with companies such as Campbell Soup, Mondelēz International and Kraft Foods.

Abrams-Rivera began his career at Kraft Foods and worked in various roles from 1998 to 2012.

In 2015, Abrams-Rivera joined Campbell and recently served as Campbell Snacks executive vice-president and president. Campbell Snacks is a new division that represents nearly 50% of Campbell’s annual sales.

From 2012-2015, Abrams-Rivera worked with Mondelēz International and served as president of gum and candy for Mondelēz Latin America.

Abrams-Rivera said: “I am honoured to step into the role of US zone president and look forward to working closely with Miguel and the strong, capable senior leaders he’s assembled at Kraft Heinz.”