Trade group Australian Wool Innovation (AWI) has named Sam Guthrie as its new general manager of global business development, a new position where he will responsible for building strategic alliances with key accounts around the world and driving business development opportunities.

"In this role Sam Guthrie is responsible for the leadership of the international network, with country managers reporting through to this role," explains AWI chief executive officer Stuart McCullough. "The change from regional managers to one global manager better aligns with AWI's new strategic direction."

Guthrie comes to the position after being the country manager for Greater China since 2006, stationed in Shanghai.