Cadbury Schweppes has announced the appointment of a new vice-president of corporate communication for its Americas unit. Charles J. Alfaro has been appointed to the newly-created position, the company announced yesterday, effective from 26 April.

Alfaro is headquartered in Parsippany, N.J. and reports to Cadbury Schweppes Americas Confectionery president and CEO Matthew Shattock, based in Parsippany; Cadbury Schweppes Americas Beverages president and CEO Gilbert M. Cassagne, based in Plano, Texas; and Andraea Dawson-Shepherd, director of corporate communication at Cadbury Schweppes headquarters in London.

Alfaro was most recently with Hoffman-La Roche Inc. (Roche) pharmaceuticals in the US, where he served as executive director of corporate and business communications. He joined Roche in July 1997, managing product public relations. Prior to that, he worked for a New York-based PR agency.

"Charles brings a wealth of knowledge, experience and expertise to this new and dynamic position," said Dawson-Shepherd. "(He) will have responsibility for communications strategy, tactics and execution in support of the regional and Cadbury Schweppes business objectives."

In addition to communications initiatives, Alfaro is also responsible for support of CS financial public relations activities in the US, and management of initiatives addressing global and regional food issues, as well as reputation management.