Sr. Manager, Shopper Insights

Job Description

Why Join Kraft Heinz?

Few companies can match the impact, heritage, and household presence of the Kraft Heinz family of brands. From beloved staples like Kraft Mac & Cheese and Heinz Ketchup to iconic favorites such as Oscar Mayer, Philadelphia, and Capri Sun, our products shape how millions of people eat, cook, and gather every day. As we continue transforming and modernizing our business, we’re seeking bold, insight-driven leaders who can help us understand the evolving shopper—and translate that understanding into strategies that power the future of our legendary brands.

Position Title: Senior Manager, Shopper Insights

Department: Category Leadership and Shopper Insights / North America Zone
Reports To: Director of Shopper Insights
Location: [Remote]

Role Summary

The Senior Manager of Shopper Insights plays a critical role in shaping brand, category, and commercial strategy by uncovering deep understanding of how shoppers engage with Kraft Heinz categories across retail and omnichannel environments. This leader will translate shopper behavior, motivations, and barriers into strategic guidance that fuels category leadership, strengthens retailer partnerships, and drives growth across the Kraft Heinz portfolio.

Key Responsibilities

Shopper Insight Leadership

• Lead development of strategic, actionable insights that illuminate how shoppers engage with Kraft Heinz brands and categories across grocery, mass, club, value, and eCommerce channels.
• Serve as the organization’s thought leader on shopper behavior, retail trends, and evolving food & beverage dynamics.
• Translate insights into strategies that influence category leadership, brand positioning, merchandising, packaging, and in-store activation.

Customer & Channel Partnership

• Partner with Customer Development, Category Leadership, and Shopper Marketing teams to build compelling, retailer-specific shopper stories supporting Joint Business Plans and category growth initiatives.
• Create insight-based selling narratives tailored to key retailers across the U.S. omnichannel landscape.
• Identify opportunities for stronger shelf presence, optimized assortment, and enhanced shopper engagement.

Research & Analytics Excellence

• Own end-to-end custom research initiatives—from scoping and vendor management to synthesis and strategic recommendations.
• Integrate multiple data sources (panel, POS, loyalty, digital behavior, path-to-purchase analytics) to build a robust view of the Kraft Heinz shopper.
• Develop advanced analytic approaches including shopper segmentation, decision trees, and journey mapping.

Cross-Functional Business Impact

• Collaborate with Brand Marketing, Commercial Strategy, Category Leadership, eCommerce, and Innovation teams to embed shopper-centric thinking into planning and execution.
• Translate complex data into clear, persuasive insights that influence senior stakeholders.
• Support briefs guiding activation, innovation, and omnichannel communication strategies.

Thought Leadership & Capability Building

• Build frameworks and other tools that elevate organizational understanding of food & beverage shopper behavior.
• Coach cross-functional partners on applying shopper insights to business decisions.
• Stay ahead of marketplace trends, behavioral science developments, and retail evolution.

Qualifications Required

• Preferred: Bachelor’s degree in Marketing, Business, Behavioral Science, Statistics, or related field.
• 5+ years of experience in shopper insights, consumer insights, category management, or related fields.
• Strong expertise in qualitative and quantitative research methods.
• Proven ability to translate data into insight-driven actions that impact commercial results.
• Experience partnering with major U.S. retailers (mass, grocery, club, eCommerce).
• Excellent communication, storytelling, and influencing skills.

Preferred

• Master’s degree (MBA, MS in Marketing Research, or similar).
• Experience in CPG, ideally within large-scale food & beverage organizations.
• Familiarity with advanced analytic techniques and loyalty-data applications.
• Experience leading cross-functional teams or mentoring insights professionals.

What Success Looks Like

• Insight-driven strategies that strengthen category leadership, elevate retail execution, and improve shopper conversion.
• Strong reputation as a trusted strategic partner across commercial and marketing teams.