Weetabix UK and Ireland has promoted its head of brand, Francesca Davies, to the newly created role of group head of category.

Davies has worked at Weetabix for six years, the last three of which as head of brand. In that role, she worked on marketing projects such as ‘Fuel for Big Days’ and ‘Sibling Rivalry’ for Weetabix, ‘We Know You Know’ for Alpen and ‘For Breakfast & Beyond’ for Weetos.

In her new role, Davies would oversee the development and activation of Weetabix’s category vision - driving value growth into the cereal and breakfast category, and growing share of products and brands, the company said. She will report to commercial director Kevin Fawell, who was promoted to the role in March this year.

Fawell said that Davies’ 13 years’ experience working in fmcg, coupled with her in-depth knowledge, made her an “ideal choice” for the role.

“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,” he said. “This will allow our brands and the breakfast category as a whole to grow.

“Over the past six years, Fran has proven to be a great asset to the marketing team, through her outstanding commitment and contribution to the performance and growth of our brands over that time,” Fawell added.

Prior to Weetabix, Davies worked on brands such as Sara Lee and Fox’s Biscuits.