Guiding the growth agenda

Francesca Davies shares her views on how marketing can future-proof a business.

We spoke to Francesca Davies, marketing director of Weetabix, about how marketing is uniquely positioned to help brands stay resilient and guide them towards growth.

Davies said, for her, robust planning is needed to align customers’ needs with the overall business strategy. She outlined Weetabix’s integrated planning process, which touches on all parts of the organisation and involves collaboration with retailers.

She said listening to customers and stakeholders was the key to creating a resilient brand.

Watch the video to find out how Davies believes marketers seeking to win the hearts and minds of senior leadership must think beyond content proposals and learn the language of the company.

Interested in hearing more from Francesca Davies? You can read her full interview in Catalyst issue nine.

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