Baust, who takes on the role from 1 May, replaces Dave Wigfield, who was appointed leader of the GCG US and Canada region earlier in the year.

Baust has worked at Kodak for nearly 30 years, joining the company as a graduate trainee in 1979. Since 2005 he has headed up the UK Country Business for Kodak’s Consumer Digital Imaging and Film Products Groups.

In addition to his new role with the GCG, he retains his position as Chairman and Managing Director of Kodak Ltd, the holding company for all Kodak businesses in the UK.

Baust said: "The GCG operates in a dynamic and exciting business environment and I’m excited to have the opportunity to lead the UK operation in the next stage of its development."

GCG Europe Africa and Middle East Region (EAMER) vice president sales Gérard Cardinet said "his skills will be of great benefit to our UK customers and employees alike".