In this episode of BRAVE COMMERCE, hosts Rachel Tipograph and Sarah Hofstetter speak with Andrea Steele, Area Vice President (AVP) eCommerce & Customer Marketing at Kraft Heinz.
Andrea shares her framework for embedding digital and eCommerce capabilities across large organizations, and how true transformation starts upstream, in brand strategy, product development, and core business processes.
She breaks down five steps to make digital change stick, from aligning on strategy to measuring success and celebrating wins. Andrea also discusses balancing change management with team wellbeing, fostering collaboration across functions, and driving long-term transformation while keeping pace with an industry and audiences that move at lightning speed.
Key takeaways
- Lead with strategy: Tie every digital effort to a clear business goal before investing in tools.
- Embed early: Bake eCommerce into brand planning and product development to make change stick.
- Align cross-functionally: Involve legal, finance, and supply teams early to remove bottlenecks and speed up execution.
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