Sara Lee North American Retail has announced the appointment of Shawn Welch as vice president of customer management.

Welch will lead North American Retail’s external selling organizations and manage third party broker partnerships. Prior to joining Sara Lee, Welch served as vice president of the sales and frozen foods division at the Kellogg Company.

“Bringing more than two decades of food and retail experience, Shawn is a distinguished addition to the Sara Lee team and we are confident that his knowledge of the industry will bring future success and expansion to the company,” said Monty Pooley, president of Sara Lee North American Retail. “He will play a significant role in the development of our customer and broker relationships.”

Welch holds a bachelor of science in business administration from Xavier University and also participated in the school’s Thunderbird International School of Business – International Consortium II. He currently serves on the Board of Directors of the National Frozen and Refrigerated Association. Welch plans to participate in the Senior Retail Leadership Conference (SRLC) in Milwaukee.