Lead, Shopper Insights - Hydration, Desserts & Meals

Job Description

Shopper Insights Lead, Hydration, Desserts & Meals — Kraft Heinz

Why Join Kraft Heinz?

Few companies can match the impact, heritage, and household presence of the Kraft Heinz family of brands. Across our Hydration, Desserts, and Meals portfolio, we meet consumers in everyday moments—from on-the-go refreshment to indulgent treats to convenient meal solutions for busy families. These categories span a wide range of shopper needs, occasions, and decision drivers, making them ripe for breakthrough insights. As we continue to evolve and grow these businesses, we’re looking for a bold, insight-driven leader to unlock how shoppers navigate these diverse needs—and turn that understanding into meaningful growth.

Role Summary

The Shopper Insights Lead for Hydration, Desserts, and Meals is a senior strategic leader responsible for shaping the shopper insights agenda across a diverse portfolio spanning beverages, sweet treats, and meal solutions. This role will define how Kraft Heinz wins with shoppers across multiple need states—from impulse and convenience-driven purchases to planned meal occasions and indulgent moments. The Lead will influence enterprise strategy, guide innovation, and embed shopper-centric thinking across all commercial decisions.

Key Responsibilities

Hydration, Desserts & Meals Shopper Strategy Leadership

• Define and lead the shopper insights strategy across hydration, desserts, and meals—ensuring alignment with growth priorities across these distinct but complementary categories.

• Build deep expertise in shopper decision-making across varied missions, including immediate consumption, planned meals, family feeding, and indulgence.

• Identify key growth drivers such as convenience, portability, value, health perceptions, and occasion-based purchasing.

• Develop strategic narratives that position Kraft Heinz to win across multiple consumption moments and retail environments.

Executive Influence & Business Impact

• Act as a trusted advisor to senior leadership across Marketing, Commercial, and Category teams supporting these business units.

• Translate complex shopper data into compelling, actionable insights that influence decisions on innovation, pricing, promotion, and assortment.

• Drive strategies that grow household penetration, increase frequency, and expand usage occasions across categories.

• Lead development of frameworks that clarify the role of brand, convenience, indulgence, and value in shopper decision-making.

Customer & Retailer Thought Partnership

• Deliver best-in-class, insight-led category and shopper stories tailored to hydration, dessert, and meal categories.

• Partner with Customer Development and Category Leadership to shape joint growth strategies rooted in shopper behavior.

• Identify opportunities across merchandising (e.g., cross-category bundling, secondary placements), retail media, and omnichannel activation.

• Bring forward-thinking perspectives on how shoppers navigate store and digital environments across these diverse categories.

Advanced Analytics & Insight Integration

• Integrate diverse data sources (panel, POS, loyalty, digital, and behavioral data) to develop a holistic understanding of shoppers across missions and categories.

• Lead advanced analytics such as segmentation, occasion-based need states, basket analysis, and path-to-purchase mapping.

• Develop forward-looking insights on trends such as health & wellness, convenience, indulgence, and evolving meal behaviors.

• Ensure the organization stays ahead of shifts in how shoppers discover, evaluate, and purchase across hydration, desserts, and meals.

Team Leadership & Capability Building

• Lead and develop a high-performing shopper insights team supporting these business units.

• Build organizational capability in understanding diverse shopper missions—from impulse-driven beverage purchases to planned meal solutions.

• Establish scalable tools and frameworks that enable faster, more actionable insights.

• Foster a culture of curiosity, agility, and strong cross-functional partnership.

Innovation & Future-Focused Thinking

• Partner with Innovation teams to ensure new products and platforms are rooted in unmet shopper needs and emerging trends.

• Anticipate shifts in food culture, health perceptions, and at-home vs. on-the-go consumption behaviors.

• Identify whitespace opportunities across conven