WRU: Leighton Davies appointed new chief commercial officer
Currently WRU's chief operating officer, Davies has been instrumental in establishing robust business processes and a solid financial foundation.
He will assume his new role later this summer, with a replacement for his current position yet to be recruited.
Abi Tierney, WRU chief executive, said: "We are delighted that Leighton has accepted this new challenge in such a pivotal role for Welsh rugby.
"It is a key position for us as we continue the process of professionalising and further commercialising ourselves to meet the challenges faced by all of Welsh rugby as part of our five-year One Wales plan."
Davies, a member of the Professional Rugby Board, expressed his enthusiasm for his new role.
"I am really excited to be taking up this new role," he said. "Welsh rugby possesses a huge amount of unrealised potential and this is what directly attracts me to this position.
"The game is undoubtedly going through a tough time, not just in Wales, but globally, but I'm hugely excited about the potential of our new strategy and plans."
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