In our latest career story, we speak to Al Porter, Marketing Lead and Senior Brand Manager here at Weetabix about his recent promotion, Weetabix’s company culture and his love of running.

What’s your role?

My current job is a dream job! I am responsible for the Weetabix brand (the big yellow box as it affectionately gets referred to).

My role breaks down to three key things:

  1. Make sure people are aware of Weetabix and consider it a great option for their breakfast
  2. Make sure people can find Weetabix easily when they are shopping
  3. Encourage people to consume Weetabix by showing how it’s a great way to fuel your day

How long have you been at Weetabix?

I have only been at Weetabix Food Company for around 14 months, so relatively new. I say to people Weetabix as a company is a lot like you would imagine it to be – welcoming, warm, supportive, a little humility and a sense of positivity and optimism – with a bit of humour thrown in.

I joined the company as I felt the culture was right for me. I knew there was going to be plenty of room for me to shape and influence things with an open door for ideas and brave marketing. It’s a perfect blend of huge brands but with a relatively small team, meaning everyone is empowered to make a difference.

I also love the Weetabix brand; I grew up on Weetabix and so have my kids. When I get a moment, I just take a step back and think, blimey, I have played a role (a relatively small one) in shaping the UK’s favourite cereal.

I also lead our relationships with the home nation Football Associations so that’s not bad either!

Tell us a little about your career/education so far?

I have had the pleasure of working on some great household names, each presents a different challenge and that’s what I am looking for when I choose a role.

Weetabix presented a new challenge for me as I had never worked on a category No1, but I knew I could add value from my experience. Then when I think about the company, it’s all about cultural fit and I felt the size and values of the company fit me well. If you can combine a great culture and a great challenge, then you have a real opportunity for growth.

You’ve recently been promoted into a secondment opportunity – what are you most looking forward to in your new role?

I am looking forward to learning a lot more about the cereal category with our different brands. We have some amazing products that meet different consumer needs, and each brand has its own challenges and opportunities.

The new role absolutely fits my development plans. I expressed a need to work across a portfolio to learn more and to challenge my ways of thinking, it will be different to working on one big brand. It’s going to be busy and there is a lot to learn, but there is a great team and great plans in place already which I am excited to see delivered.

What do you love doing outside of work?

When I am not being given the run around by my two boys, I like to run forwards. I train with an athletics club and run quite a lot; I even get to lead runs sometimes for Running Escapes UK. I find running a great way to switch off and sometimes a great way to switch on too, it can enable focus on one challenge, thinking things through while there are no other distractions like in the office or home. I spend too much money on running shoes though!

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