Head of Global Shopper - Insights & Analytics
Cristina currently leads Global Shopper Excellence for Mondelēz International with a focus on driving a more holistic view of omni shopper behavior and revenue growth management capabilities. She is focused on elevating the role of Shopper Insights in the Commercial organization and bolstering Mondelēz as a world-class Shopper organization. Previous to this role, Cristina led eCommerce Insights and Analytics for Johnson & Johnson North America. She sat on the NA eCommerce Leadership team as well as the Global Ecommerce Steering Committee for J&J. Cristina led all aspects of the NA eCommerce Analytics business including pure play, DTC and omnichannel. She specializes in developing insights and leveraging advanced analytics to grow brands across channels aligned to the category growth vision, providing thought leadership on implementation and execution of digital performance measurement and shopper/digital transformations. Cristina previously led Shopper Insights and CRM analytics at J&J.
Cristina’s contributions to J&J include development of an eCategory Leadership Model and a scalable diagnostic search optimization tool as well as championing groundbreaking Trip Mission research.
Cristina has previously held roles in Brand Marketing, Category Management, and Shopper/Consumer Insights across many large CPG companies including: PepsiCo, Pernod Ricard, Reckitt Benkiser, M&M Mars, and GlaxoSmithKline.
Cristina has been a speaker at various industry events such as CMA, GroceryShop, and GDS.
She has a B.S. in Marketing and International Business from Manhattan College and an MBA from NYU Stern.