Cain will be responsible for a budget of £70m, and will oversee all media planning and buying, relationship marketing, product placement, new media and sponsorship for the Coors portfolio, which includes Carling, Worthington, Reef, Grolsch and Caffrey's.
He will sit within the second-tier of marketers reporting directly to marketing director Mark Hunter, alongside David Preston, director of marketing for premium beers; Bill Simcock, director of marketing for mainstream beers; and Mark Slovell, director of marketing for flavoured alcoholic beverages and new product development.
He will have 17 people report to him and replaces Steve Goodyear, who has retired after 22 year at the firm.
In his previous role, Cain headed Carling's sponsorship of the Apollo halls, McKenzie Group venues such as Brixton Academy, Tube buskers and its £12m tie-up with Celtic FC and Rangers FC.
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