2024 Grocery Industry Icons & Innovators

Cristina Marinucci is a visionary leader in Global Insights & Analytics at Mondelēz International, where she currently serves as the Global Head of Shopper Excellence. Here she spearheads initiatives that transform shopper behavior and insights into actionable, unified omni strategies, driving significant revenue growth. Her work is central to positioning Mondelēz as a world-class Shopper organization, with a focus on elevating Shopper Insights within the Commercial organization.

In this role, Cristina leads the development of Global Category Growth Drivers, integrating market-level 6P activation inspiration, pioneering proprietary Pricing & Promotion tools that encompass the omni shopper journey as well as advancing best-in-class Shopper & Digital capabilities across the organization.

Prior to this role, Cristina led eCommerce Insights and Analytics for Johnson & Johnson North America, where she oversaw all aspects of NA eCommerce Analytics, including pure play, DTC, and omnichannel strategies.

Cristina has a proven track record in thought leadership, pioneering new capabilities, and driving organizational transformations in the shopper and digital domains. Her experience spans across some of the largest FMCG companies, including PepsiCo, Pernod Ricard, Reckitt Benckiser, M&M Mars, GlaxoSmithKline and Johnson & Johnson.

Cristina is recognized as an innovative and performance-driven commercial leader, with a strong ability to challenge paradigms and act as a catalyst for change. Her versatile expertise across Sales, Marketing, and Analytics allows her to forge meaningful connections between retailers, brands, and consumers, while creating holistic full-funnel strategies that drive superior performance.

As a frequent speaker at industry events such as CMA, GroceryShop, Shoptalk, and GDS, Cristina shares her insights on the future of shopper behavior and category growth. She holds a B.S. in Marketing and International Business from Manhattan College and an MBA from NYU Stern.