Ian Overson has been appointed as category manager at garden care specialist Bayer Garden.
Joining the company from fruit snacks supplier Whitworths, Mr Overson will be responsible for ensuring the right category of products are in the right outlets.
A key aim will be to help consumers avoid the confusion they feel when met with a wall of products.
Mr Overson said: "Our research has shown that, for example, the new generation of gardener is more likely to shop in a supermarket or on the high street and is looking for a quick solution, whereas the avid gardener will still visit the garden centre knowing precisely what they're looking for."
Jane Lawler, head of marketing at Bayer Garden, said: "It is vital to have a dedicated person on board who is responsible for the categories. Ian has a great track record in this field and is a strong addition to the team."
Mr Overson will be based at Bayer Garden in Cambridge, working very closely with the sales and marketing team.