How investing in ‘cross-functional’ talent helps Weetabix stay on top
Weetabix is a brand that has been unafraid to experiment with its marketing team structure and allow talent to move across business functions, something which marketing director Francesca Theokli says sets it apart.
Weetabix’s marketing director believes the brand’s willingness to experiment with its marketing structure is a “huge win” for the business in allowing fresh opportunities for talent to grow within the company.
The cereal brand took the decision to install two heads of marketing, Gareth Turner and Clare Canty, when marketing director Francesca Theokli went on maternity leave in late 2021. Theokli, who has since returned to her role, described the decision as an “opportunity to invest in its talent” and gave Turner and Canty the opportunity to run the marketing function in her absence and report into the executive leadership team.
