Carol Welch will join the coffee chain at the end of the month from the Jordans and Ryvita Company, which is owned by Associated British Foods.
She will report directly to Costa managing director Christopher Rogers in hew new role. She has held senior marketing positions at PepsiCo, Cadbury Schweppes, and Green & Blacks.
The coffee brand plans to double the size of the business to £2 billion system sales in the next five years.
Costa currently has 1,600 stores in the UK with 3,000 Costa Express machines installed in retail outlets. The brand is present in 28 countries, with nearly 300 located across China and 70 in the UAE.
Welch added: “Costa is a fantastic brand and a young and vibrant business. Brand growth has come through staying ahead of customer needs and delivering innovative solutions with excellence. I’m very excited to be part of the next stage of Costa’s journey.”