The firm has appointed Alan Smith to oversee the strategy. He joins from Geest, where he was group marketing manager for ready meals, soups and sauces. He reports to UK sales and marketing director Maggie Devine.
Smith will be responsible for all above- and below-the-line work across all retail and foodservice dessert brands.
New product development will also fall under his remit, as will trade marketing and development of own-label products. Individual marketing teams for Entenmann's, Sara Lee and the foodservice division will report to Smith.
Hibernia recently launched Entenmann's frozen ice-cream cakes, backed by a campaign through The Will Pond-Jones Collective.