Montserrat Peidro-Insa has joined the world’s largest press manufacturer as vice president of worldwide sales of digital products and software, and also becomes general manager for the Primefire inkjet product line.

Like process optimisation guru Anthony Thirlby, whose new role at Heidelberg’s digital wing was revealed last week, she reports to senior vice president for digital print solutions Jason Oliver.

Peidro-Insa joined Heidelberg earlier this month, and will be at Drupa where Heidelberg is exhibiting in Hall 1.

She had spent 18 years working at HP in a variety of roles across its Graphics Solutions Business, most recently as its worldwide current business manager.

Prior to that she managed HP Indigo’s EMEA commercial business, including the launch of the B2-format HP Indigo 10000 at Drupa 2012.

She also worked in product management on DesignJet range, and on the subsequent integration of the Scitex wide-format business.

Heidelberg will show the Primefire 106, the B1 format sheetfed inkjet press it has jointly developed with Fujifilm, for the first time at Drupa.

At the time of writing it wasn't known whether Peidro-Insa had been replaced at HP.