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 convenience, premiumization, functional benefits, and new usage occasions.

• Bring external trends and disruptive thinking into category and portfolio strategy.

Qualifications Required

• Bachelor’s degree in Marketing, Business, Behavioral Science, Statistics, or related field.

• 10–12+ years of experience in shopper/consumer insights and primary market research

• Strong experience in food & beverage, especially across beverages, meals, or snacking/dessert categories.

• Demonstrated ability to influence senior executives and shape enterprise-level strategy.

• Deep expertise in qualitative and quantitative research, as well as advanced analytics.

• Experience working with major U.S. retailers across omnichannel environments.

• Exceptional storytelling, communication, and leadership skills.

Preferred

• Master’s degree (MBA, MS in Marketing Research, or similar).

• Experience across multiple category types (e.g., beverage + meals + indulgence).

• Proven track record of building and leading high-performing teams.

• Experience driving transformation or building new insights capabilities.

What Success Looks Like

• A clearly defined shopper strategy that drives growth across hydration, desserts, and meals.

• Measurable impact on penetration, frequency, and basket size across multiple consumption occasions.

• Strong influence on innovation pipelines, commercial strategies, and omnichannel activation.

• Elevated retailer partnerships through compelling, insight-led storytelling.

• A high-performing team and a deeply embedded shopper-first mindset across the business.

Our Total Rewards philosophy is to provide a meaningful and flexible spectrum of programs that equitably support our diverse workforce and their families and complement Kraft Heinz’ strategy and values.

New Hire Base Salary Range:

Bonus: This position is eligible for a performance-based bonus as provided by the plan terms and governing documents.

The compensation offered will take into account internal equity and may vary depending on the candidate's geographic region, job-related knowledge, skills, and experience among other factors

Benefits: Coverage for employees (and their eligible dependents) through affordable access to healthcare, protection, and saving for the future, we offer plans tailored to meet you and your family’s needs. Coverage for benefits will be in accordance with the terms and conditions of the applicable plans and associated governing plan documents.

Wellbeing: We offer events, resources, and learning opportunities that inspire a physical, social, emotional, and financial well-being lifestyle for our employees and their families.

You’ll be able to participate in a variety of benefits and wellbeing programs that may vary by role, country, region, union status, and other employment status factors, for example:

• Physical - Medical, Prescription Drug, Dental, Vision, Screenings/Assessments

• Social - Paid Time Off, Company Holidays, Leave of Absence, Flexible Work Arrangements, Recognition, Training

• Emotional – Employee Assistance Program , Wellbeing Programs, Family Support Programs

• Financial – 401k, Life, Accidental Death & Dismemberment, Disability

Location(s)

Kraft Heinz is an Equal Opportunity Employer – Underrepresented Ethnic Minority Groups/Women/Veterans/Individuals with Disabilities/Sexual Orientation/Gender Identity and other protected classes. In order to ensure reasonable accommodation for protected individuals, applicants that require accommodation in the job application process may contactNAZTAOps@kraftheinz.comfor assistance.