Mastrad has announced the appointment of Sanjay Choudhuri as the company’s new U.S. president. Choudhuri will be responsible for business development and brand marketing in the United States for the French company.

“Sanjay Choudhuri was appointed as president due to his extensive expertise in product marketing and his passion for building premium brands,” said Mastrad CEO Mathieu Lion. “We are confident that he is a great addition to our team and will help accelerate growth for the Mastrad brand in the U.S.”

As an experienced sales and marketing leader with a track record of revenue and profit growth, Choudhuri joins Mastrad with more than five years of housewares industry expertise and more than 20 years of brand building with consumer products, the company said. Prior to Mastrad, he worked at Avery Dennison where he was responsible for growth in new categories. Choudhuri is also a 20-year veteran of Levi Strauss & Co where he launched the brand internationally in several countries. With strong management skills, Choudhuri brings robust marketing knowledge and brand building know-how to his new role at Mastrad, the company noted.