Sally Abbott, Managing Director UK/Ireland – Weetabix Food Company

Sally is Managing Director UK/Ire at Weetabix Food Company. Prior to her promotion Sally was Group Marketing Director for 4 years, having joined the business in 2008 as Marketing Director for the UK business. She is accountable for all aspects of brand, marketing, CRM, innovation and insights across some of Britain’s favourite breakfast brands – Weetabix, Alpen, Ready brek and Weetos.

She also stewards the brands in the 80+ markets in which they’re sold around the world, with particular focus on the fast-growing market in China. Weetabix Food Company is backed by Bright Food Group, and Baring Private Equity Asia, and Sally and the wider executive team run the business from their global headquarters in Northamptonshire.

Prior to joining Weetabix, she was Category Director for Chocolate at Kraft Foods (now Mondelez) and had particular responsibility across Europe for the performance of the Toblerone brand. Sally worked across all categories within the Kraft Foods portfolio, and she spend some time working for the Sales Director in the Category Planning division. A highlight of her time at Kraft was receiving 2 President’s awards and a Global Media Award for her work on integrated marketing. Sally began her career with Unilever, working in brand management following her time as a UCMDS graduate trainee.

Sally was listed in the Marketing Week Vision 100 in 2015, and has been on the judging panel of the BT Sport Marketing Industry Awards for 3 years.

Sally lives in near Oakham, is married to Richard with whom she has three children.

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