Francesca Theokli

With experience spanning 22 years in the FMCG marketing industry, Francesca sits on the Executive Leadership Team at the Weetabix Food Company and is responsible for the marketing across the Weetabix Food Company portfolio.

Francesca began her career working for Sara Lee and Fox’s Biscuits within brand management, insight, and innovation roles. Since joining the Weetabix Food Company in 2008, she has undertaken senior marketing and commercial roles, overseen award-winning marketing campaigns, and invested in a culture which encourages people to lead at any level and celebrates bravery.

This has included the successful implementation of the renowned ‘Have you had your Weetabix?’ campaign, which has driven positive brand sentiment and strengthened its position in the hearts and minds of British consumers. In 2014, she led the launch of the first major breakfast drink in the UK – Weetabix On The Go. She was at the helm when the company almost ‘broke the internet’ with its Beanz-on-Bix social media campaign, increasing spontaneous brand awareness by 40% compared to the previous year, and winning Marketing Week Readers Campaign of the Year 2021!  Francesca is passionate about the company’s sustainability journey, overseeing partnerships with purpose, such as developing young girls’ grassroots football initiatives, through the Weetabix Wildcats and the Weetabix Huddle programmes, as part of the flagship sponsorship of the English Football Association (FA).

Through her focus on brand building excellence, consumer insight, innovation, and brave leadership, Francesca has helped the Weetabix Food Company drive value growth across its brands, whilst maintaining Weetabix Original’s long-standing position as the nation’s favourite breakfast.