Reporting directly to incoming chief executive Paul Sergeant, Mr Daniels will be responsible for overseeing the smooth running of key Scarlets operations such as human resources, Scarlets policies, contract management, ticketing, IT and stadium management.
It is a key role within the senior team as the £23m Parc y Scarlets prepares for its first full season. Mr Daniels, who has been with the Scarlets for the past nine years, will work alongside new Commercial Director Rupert Moon who controls the Scarlets sales and marketing activities including sponsorship and community activity. Rugby is led by Head Coach Nigel Davies and Head of Recruitment and Development, Gareth Jenkins.
Mr Daniels said: "I'm delighted to take up this new wider role with the Scarlets which brings a fresh new challenge for me as part of the senior management team. My knowledge of this region from the different roles I have undertaken with the Scarlets will be drawn upon as I now take responsibility for overseeing all the region's main operations."
Mr Daniels joined the Scarlets at Stradey Park in August 2000 when he was recruited to help set up and develop the highly successful Scarlets Academy. He also represented the four Welsh regions on the steering group of the £4m European funded Welsh regional academies programme and development of the regional centre of excellence project in schools and colleges.
He is a member of the Corporate Board and the Finance, Audit and Risk Committee of Coleg Sir Gar.