Moving from garden hose supplier Hozelock, Richard Carr has been appointed as the new commercial director for William Sinclair Horticulture.
Mr Carr's experience in the horticulture industry also comes from 10 years at Spear & Jackson.
He is a member of the Horticultrual Trade Association Manufacturers' Committee and the Garden Industry Marketing Board, and he sits on BHETA's DIY Committee.
Starting in June Mr Carr will be responsible for all of William Sinclair's retail, professional and industrial sales and will report to chief executive Peter Rush.
As well as this Mr Carr will head up a major sales initiative for new products once the company's new £15m growing media facility opens later in the year.
Speaking about his new role, Mr Carr said: "I look forward to working with a strong management team to increase our share of the growing media category while building sales of both new and established products with current and future customers across all channels in what is a changing retail scene."
Mr Rush added: "Richard Carr is well known and highly regarded throughout the industry and I am delighted to welcome him as a key member of the dynamic William Sinclair management team we have been assembling in recent months."
William Sinclair recently appointed Phil Welsh as manufacturing director.