Lead, Shopper Insights - Walmart, Sam's Club & Club Channel

Shopper Insights Lead

Few companies can match the impact, heritage, and household presence of the Kraft Heinz family of brands. Within our portfolio, we power everyday meals with products that consumers reach for instinctively, from adding flavor to enhancing occasions. As we continue to evolve these iconic categories, we're seeking a bold, insight-driven leader who can deeply understand how shoppers make decisions in these highly competitive, high-frequency categories—and turn that understanding into growth.

Role Summary

The Shopper Insights Lead is a senior strategic leader responsible for shaping the Shopper Insights agenda across Kraft Heinz's brands of products. This role will define how the organization understands and wins with shoppers in high-penetration, highly substitutable categories where brand, price, promotion, and shelf visibility play critical roles. The Lead will influence enterprise strategy, drive category and customer growth, and embed shopper-centric thinking across all commercial decisions.

Key Responsibilities

Shopper Strategy Leadership

• Define and lead the shopper insights strategy for the Kraft Heinz product portfolio, ensuring alignment with category growth ambitions.
• Develop deep expertise in Kraft Heinz product portfolio and shopper behavior—including repertoire buying, brand switching, promotion sensitivity, and usage occasions.
• Identify key growth levers such as trade-up, basket expansion, flavor trends, and cross-category pairing opportunities.
• Shape strategic narratives that position Kraft Heinz as a category leader in flavor enhancement and condiments.

Executive Influence & Business Impact

• Act as a trusted advisor to senior leadership across Marketing, Commercial, and Category teams.
• Translate complex shopper data into clear, compelling stories that influence decisions on pricing, promotion, assortment, and innovation.
• Drive insight-led strategies that win in highly competitive shelf environments and increase household penetration, loyalty, and buy rate.
• Lead development of frameworks that quantify the role of brand, value, and visibility in shopper decision-making.

Customer & Retailer Thought Partnership

• Elevate retailer engagement with best-in-class, insight-led category stories tailored to Kraft Heinz product categories.
• Partner with Customer Development and Category Leadership to shape joint growth strategies grounded in shopper behavior.
• Identify opportunities across merchandising (secondary placement, cross-merchandising), retail media, and omnichannel activation.
• Bring forward-thinking perspectives on how shoppers navigate Kraft Heinz product portfolio both in-store and online.

Advanced Analytics & Insight Integration

• Integrate diverse data sources (panel, POS, loyalty, digital, and behavioral data) to build a comprehensive view of the Kraft Heinz shopper.
• Lead advanced analytics efforts such as shopper segmentation, decision trees, basket analysis, and trip mission identification.
• Develop forward-looking insights on flavor trends, health perceptions, private label dynamics, and promotional elasticity.
• Ensure the organization stays ahead of shifts in how shoppers discover, choose, and use condiments and dressings.

Team Leadership & Capability Building

• Lead and develop a high-performing shopper insights team supporting Kraft Heinz product portfolio.
• Build organizational capability in understanding high-frequency, impulse-driven, and habit-based shopper behaviors.
• Establish scalable tools and frameworks that improve speed and consistency of insight delivery.
• Foster a culture of curiosity, agility, and strong business partnership.

Innovation & Future-Focused Thinking

• Partner with Innovation teams to ensure new products are rooted in unmet shopper needs and emerging flavor trends.
• Anticipate shifts in food culture, at-home meal behaviors, and health considerations impacting Taste Elevation categories.
• Identify whitespace opportunities for premiumization, convenience, and new usage occasions.
• Bring external trends and disruptive thinking into category and brand strategy.

Qualifications

Required

• Bachelor's degree in Marketing, Business, Behavioral Science, Statistics, or related field.
• 10–12+ years of experience in shopper insights, consumer insights, category leadership, or related CPG roles.
• Strong experience in food & beverage, ideally within center-store or high-frequency categories.
• Demonstrated ability to influence senior executives and shape enterprise-level strategy.
• Deep expertise in both qualitative and quantitative research, as well as advanced analytics.
• Strong 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 in condiments, sauces, dressings, or other food categories.
• 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 strengthens Kraft Heinz's leadership across product categories and portfolio.
• Measurable business impact through improved penetration, loyalty, and category growth.
• Strong influence on pricing, promotion, merchandising, and innovation decisions within Kraft Heinz product portfolio.
• Elevated retailer partnerships through best-in-class category and shopper 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:

$141,500.00 - $176,900.00

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)

Rogers Sales

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 contact View email address on click.appcast.io for assistance.