Kate Whapshott: Head of Marketing

Kate Whapshott

BSc Psychology, 2018

Based in:

Chichester

First job:

Waitress

Best piece of advice received:

You don't have to be 100% confident in every single element of a job description. Be honest with what you are great at and what you may need some more experience in. Be your absolute self in the interview, and companies (at least the good ones) will value you being the right fit for the brand and culture far more than you ticking every single skills box.

Ambitions for the future:

I’m excited to be stepping into a new role that will see me working on a brand with a broader, more international reach, activating campaigns across the UK and Europe. After years in the fast-paced challenger brand space, I’m looking forward to bringing that experience into a larger organisation where I can stretch my skills further, learn from new perspectives, and take on bigger creative and strategic challenges. It’s a chance to grow, push myself in new directions, and see how far I can take it.

Head of Marketing, F'real (part of Rich Products)

Describe your current role and what attracted you to it.

I’ve recently joined F’real as Head of Marketing. Before that, I worked with Montezuma’s for five years, growing into a leadership role that saw me heading up brand and marketing strategy. Joining a challenger chocolate brand was an easy decision – who wouldn’t leap at that?

My role there was wonderfully varied, covering everything from online and offline retail experiences to digital campaigns and website development and even factory operations. I led a small team and loved the fast-paced nature of our work, which gives me a broad view of the business as a whole and the ‘ins and outs’ of the wonderful world that is ‘chocolate.’

What keeps me energised is the blend of creative storytelling and commercial thinking. Crafting bold campaigns that perform lets me use both my creative and analytical skills. Working with purpose-driven brands makes it all the more rewarding too.

What’s your favourite part of the role?

One of my favourite parts of my job is pulling together teams from every corner of the business to launch campaigns that land everywhere – from our retail stores to our website to our trade partners.I love bringing people from different areas of the business together – from operations to digital to sales, and seeing how our combined expertise can amplify a single campaign across multiple customer touchpoints. It definitely reminds people within the business, and outside of it, the power of marketing!

There is definitely a real buzz you can get from seeing a campaign come alive and get people talking on the high street. Campaigns in Fast-Moving Consumer Goods (FMCG) are fast-paced and a little chaotic but hugely satisfying.

What are the key skills you learnt at Warwick that have helped you with your career to date?

Studying Psychology at Warwick gave me a solid foundation in understanding human behaviour, which I’ve carried into every part of my marketing career – from crafting campaigns that genuinely connect with people to building high-performing teams. It also sharpened my analytical thinking and data interpretation, helping me spot trends and translate insights into strategy. Just as importantly, it helped me become a clearer communicator and confident team player, especially when working with people who bring totally different perspectives to the table.

Did you have a specific career path in mind when you chose to study at Warwick?

Loosely, yes! I always knew I wanted to study Psychology. I've always been a people person with a real fascination for human behaviour. I had a vague idea that marketing might be the direction post-university and even interned at a market research agency before starting at Warwick. Initially, I imagined myself leaning into the research side of things, but it didn’t take long to realise I wanted a role that tapped into my creativity too. I definitely had moments where clinical psychology tempted me, but I kept being drawn back to the buzz of marketing – the fast pace, the energy, the chance to blend insight with storytelling. It just felt like the right fit.

What top tips do you have for Warwick graduates who would like to work in your sector?

I’m passionate about getting more people excited about the food and drink sector – it’s fast-paced, full of personality, and it’s doing seriously cool things in the marketing world. If this sounds like the space for you, be ready to dive in head-first and get stuck into anything that comes your way. No job is too small or too big if you’re willing to learn and stay curious.

The beauty of this industry is that it rewards hands-on energy and ideas. Say yes, ask questions, and don't underestimate the power of networking.

What does a typical day look like for you?

It might sound like a cliché, but no two days are ever the same. I usually kick things off by tackling my inbox – fielding marketing enquiries and project updates, before diving into a whirlwind of meetings. These can range from strategic check-ins with agencies to fast-paced, reactive discussions around product launches and timelines.

Some days involve jumping onto a call with the team, others are packed with creative brainstorms for campaigns designed to grab attention across retail, digital, and trade. It’s full-on, collaborative, and always keeps me on my toes, which is exactly how I like it. Let’s just say it’s rare to find me glued to my desk, and even rarer to find me sitting quietly!

What has been your greatest career challenge to date and how did your experience and skills help overcome it?

One of the greatest challenges in my career came early on, when a restructure left me managing the department solo. It was a steep learning curve, and I had to throw myself into the deep end, keeping things moving while figuring out the bigger picture. I quickly realised that confidence wasn’t about having all the answers, but about knowing when to ask for help. I reached out to leaders across the business, listened to their perspectives, and soaked up as much advice and insight as I could. That mix of stepping up and staying open taught me a huge amount and shaped how I lead today – collaboratively, decisively, and with a mindset that’s always ready to learn. You can never know everything!

What’s the best piece of advice you’ve been given in relation to your career?

What should current students or recent alumni be doing to move their careers forward?

Get on LinkedIn and follow people who are doing cool things in the industry you’re interested in. It’s one of the simplest ways to learn what’s out there. But don’t just scroll passively! Engage with their posts, comment thoughtfully, and start building your own presence, even if it’s just sharing something interesting you’ve learned.

Also, don’t be afraid to send a message. Most people remember what it was like starting out and are happy to share advice or their journey. A little curiosity and kindness go a long way.