She replaces Elias Diaz, who has held the role since 2017, having joined from coffee and donut chain Tim Hortons, where he was chief executive officer. In a statement, Kraft Heinz Northern Europe said Diaz had chosen to step down “for personal reasons”.
De Noronha has been promoted from her previous role as vice-president people & performance for Kraft Heinz Europe, Middle East and Africa (EMEA).
Sales director, Tesco account
With a previous career background in finance, she joined Kraft Heinz in 2015 as sales director for the Tesco account before being promoted to head of talent for Kraft Heinz EMEA in 2016.
De Noronha assumed her post on 1 October and reports directly to Rafael Oliveira, International Zone president at Kraft Heinz, covering Latin America, Asia Pacific and the EMEA Zone, which Oliveira continues to lead.
Diaz leaves Kraft Heinz’s UK business in good shape. In the year to 29 December 2018, HJ Heinz Foods UK reported sales up 5%, from £715.6m to £751m, while pre-tax profit rose 7.9%, from £119.9m to £129.4m.