Full Name
Kristine Urea
Job Title
General Manager, SmartSights and Retail Insights
Company Name
Market Performance Group
Speaker Bio
Kristine has over 25 years of experience in the CPG industry spanning the Food, Beverage, and Supplemental Nutrition categories.  She joined MPG in 2020 from the Kellogg Company where she served as VP Sales Strategy & Capability.  In this role, Kristine had responsibility for the full portfolio of Kellogg products within the US FDMCE Channels and led the Commercial Center of Excellence for KUSA with a team of 170+ associates across core Commercial competencies such a Customer and Trade Strategy, Sales Planning, Sales Operations, Category Management, and Sales Training.  

Prior to this, Kristine served as VP Category Management and Shopper Strategy at the Nature’s Bounty Co. During her 18-year tenure with NBCo, Kristine led the development of several key organizational competencies including Category Management, Channel Strategy, Trade Optimization, Shopper Marketing, and Consumer Insights. As a passionate change driver with both category and cross-functional institutional expertise, Kristine served as strategic lead for several key initiatives for the organization including the launch and implementation of the company’s first TPM software, development of the company’s first Commercial Channel Strategy, and establishing the VMHS Consumer Segmentation platform to which all NBCo brands are aligned today.

Prior to Nature’s Bounty Co, Kristine worked in Sales and Category Management at both Nestle USA and Miller Brewing Company. She holds a Bachelor’s degree in Business Management from the University of Florida and is a founding and active Board member of WE, a CPG Health and Wellness Women’s Leadership organization.
Kristine Urea