MillerCoors has parted ways with chief marketing officer Andy England in an effort to boost its volume performance, with former Dyson executive David Kroll (pictured) taking up the CMO role.

The brewer, which owns the Coors Light, Miller Lite and Blue Moon beer brands, has unveiled a commercial leadership shake-up to improve sales.

England, who became CMO following the joining together of SABMiller and Molson Coors in 2008, leaves with immediate effect. He will be replaced by Kroll, who is tasked with updating the company’s marketing for the “digital age”.

Prior to joining MillerCoors in 2012, Kroll served as vice president at Dyson, leading its commercial operations in the US and Mexico. He has also held marketing roles at Alberto Culver, Wrigley and Procter & Gamble.

President-sales and distributor operations, Ed McBrien, is also leaving the firm after 21 years, and will be replaced by Kevin Doyle. Both Kroll and Doyle will report to MillerCoors’ interim chief executive Gavin Hattersley.

“We’re not satisfied with our volume performance, so we need to take action to change that dynamic,” said Hattersley.

“As our vice president – innovation, [Kroll] has played a critical role in introducing Redd’s and Smith & Forge. He is a bold and decisive leader with marketing experience beyond beer, and I am excited to see what he can do to shape our marketing efforts in the digital age.”