Weetabix UK and Ireland has promoted Francesca Davies to the newly created role of group head of category.
Having previously held the role of brand manager and worked on campaigns such as ‘Fuel for Big Days’, Davies will now oversee the development of Weetabix, including driving value growth into the sector and growing share of products and brands.
Davies will report into commercial director Kevin Fawell, who said: “Over the last six years, Fran has proved to be a great asset to the marketing team, through her outstanding commitment and contribution to her performance and growth of our brands over that time.”
Of her promotion, he added: “Not only will she be able to ensure that as a brand we continue to challenge ourselves and innovate, but also ensure we produce products that reflect the changing needs of our consumers.”
Davies held the role of head of brand for three years before its promotion.