BRAVE COMMERCE Kraft Heinz’s Andrea Steele on Embedding eCommerce Into the DNA of Big CPG
Oct 21, 2025
Andrea Steele, Area VP of eCommerce & Customer Marketing at Kraft Heinz, shares her wealth of experience in enhancing eCommerce within large CPG firms. She outlines a five-step framework for embedding digital capabilities, emphasizing alignment with business strategy and early integration into product development. Andrea discusses the importance of cross-functional collaboration and balancing change management with team wellbeing. She also offers insights on empowering women in tech and shares her own journey of embracing vulnerability and taking bold career steps.
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Start With Business Strategy Not Tech
- Tie every digital or e-commerce effort to a clear business objective before investing in tools or teams.
- Build a capability roadmap from that strategy and prioritize ruthlessly over years, not quarters.
Loop In Legal And Procurement Early
- Involve legal, procurement, finance, and PMO early to avoid downstream blockers and speed execution.
- Make these functions your allies to reverse-engineer slow processes for digital needs.
Embed E‑Commerce Upstream
- Embed e-commerce into upstream business processes like product lifecycle, brand strategy, and IDPs to make change stick.
- Don't confine e-commerce to a center of excellence; bake it into core workflows.