Flowers Foods, Inc. has named David Roach chief DSD operations officer, a newly created role designed to strengthen execution and increase accountability across the company's direct‑store‑delivery (DSD) operations.

Roach has full profit-and-loss responsibility for Flowers' DSD business, overseeing sales performance, operational efficiency, and cross‑functional alignment across the full value chain. He reports to Heeth Varnedoe, president and chief operating officer.

"This new role sharpens ownership of our DSD sales performance and enables greater visibility and influence to deliver strong results aligned with company goals," says Varnedoe. "David's leadership and deep understanding of our DSD model positions us to improve execution, enhance profitability, and consistently deliver value to stakeholders."

Roach has more than 30 years of experience with Flowers. He most recently served as chief strategic projects officer, leading initiatives to advance the company's long-term growth. Prior roles include president of cake operations and leadership posts spanning snacking/specialty, organics, and national and regional sales, as well as operations presidencies in Villa Rica, GA, and Nashville, TN.

Roach's appointment reflects Flowers' focus on operating with greater speed and efficiency in an increasingly dynamic retail environment, where disciplined execution and enterprise visibility are critical to delivering sustained results, the company says.

As part of the organization's evolution, Flowers has also consolidated its end-to-end cake business into a newly formed division led by Dan Scott, senior vice president, cake. In this new role, Scott reports to Roach and is responsible for accelerating performance and driving profitable growth across the cake portfolio.

Scott, who joined Flowers in 1999, reportedly brings extensive DSD sales and bakery experience through multiple leadership positions across the company's traditional, specialty, and cake businesses. He also played a critical role in Flowers' recent digital transformation initiatives, the company notes.

"Dan's extensive experience in DSD sales and proven ability to lead through transformational change will be invaluable as we seek continued improvement and growth in our cake business," states Varnedoe. "Together, these leadership and structural changes strengthen our DSD model and position Flowers for long‑term success."

Flowers Foods is on the current Snack Food & Wholesale Bakery “Top 50 Snack & Bakery Companies” list. Click here to view the current “Top 50” rankings.