Sherborne becomes senior vice-president and managing director EMEA, ANZ and global sales enablement. He joined HX in 2023 as vice-president sales and marketing for the UK and Nordics.

In his expanded remit, he will lead commercial strategy across Europe, the Middle East, Africa, Australia and New Zealand while continuing to oversee global sales to support HX’s increasing focus on science, education and strategic partnerships.

The brand’s GX (Guest Excellence) team has also moved under his leadership, which HX said brought customer and trade experience “into closer alignment with the brand’s commercial strategy”.

“The broadening of my remit across EMEA and ANZ, alongside continuing to lead global sales enablement and the integration of our GX team, comes at an important time for HX as we move toward our 130th anniversary,” said Sherborne.

In September, HX revealed chief commercial officer Alex Delamere-White would leave the line at the end of October following a restructuring. HX said this meant a “flatter, more streamlined leadership approach” that was right for a more global business.