Scott Bayliss, Head of Sales at cereal brand Weetabix, has had his role expanded to cover the wholesale and convenience markets.
He takes on the channel after joining Weetabix in 2019 initially as Head of Sales for Grocery Multiples, High Street Discounters and Online. Bayliss has 25 years of experience in wholesale, convenience, and grocery channels with other FMCG manufacturers such as the Silver Spoon, Pilgrims and Molson Coors.
In his expanded role, Bayliss will be responsible for wholesale and convenience channels, whilst also continuing to have oversight of the Tesco, Aldi and the Iceland accounts for Weetabix.
He commented: “I’m delighted to take the reins in this new position. We take these channels very seriously at Weetabix, we are aware that they represent a huge number of customers. I’m looking forward to working with both our long-standing customers and those we are meeting and working with for the first time in the months ahead.
“We’ve got so much exciting activity coming up from our brands in 2024, and we’re looking forward to working closely with our REL field sales team to create theatre, excitement and engagement in depot and in store.”
Bayliss will report to the company’s Commercial Director, Colm O’Dwyer, who said: “Scott has been a highly valued member of the senior commercial team since he joined us at Weetabix Food Company in 2019.
“His instincts are razor-sharp, and he is wholly embedded in the channels he works with, valuing each and every one of our customers equally. His wealth of industry knowledge is the backdrop to each strategic decision, and that expertise is abundantly clear in every conversation. I know that Scott will be instrumental in delivering continued and consistent growth, both for Weetabix and the wider cereal category as a whole.”
