Welch left Green & Black's last year after a restructure, which resulted in her role being axed and brought the return of former marketing director, Mark Palmer, as global brand director.
Before her role at Green & Black's, Welch was global innovation director on confectionery and beverages at the brand's owner, Cadbury Schweppes. At Jordans, she will report to Ed Olphin, the joint managing director.
Welch's role has been created as part of a drive to boost the ethical brand's range of cereals and bars.
In September, Associated British Foods acquired a 20% stake in the business, worth about £15m.
Jordans Cereals was founded in 1972 and has an annual turnover of £80m.
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