
Speaker
Kristine Urea
General Manager, Strategic Growth and Partnerships
Market Performance Group LLC
Kristine is a highly accomplished commercial executive with nearly 30 years of success guiding some of the world’s most recognizable Food, Beverage, and Supplemental Nutrition brands and companies—including Kellogg Company, Nature’s Bounty Co., Nestlé USA, and Miller Brewing Company. A passionate change driver with deep category and cross-functional institutional expertise, she has long been recognized for data-driven strategies that unlock sustainable, profitable growth for manufacturers and their retail partners.
In her current role as General Manager, Growth & Strategic Partnerships at MPG, Kristine forges strategic alliances and amplifies the exceptional value MPG brings through integrated, end-to-end client solutions. Previously, she led MPG’s Strategic Intelligence & Analytics practice, transforming it into a best-in-class capability with proprietary retail tools, AI-powered insight engines, and custom reporting that help clients anticipate trends, optimize performance, and capture new value.
Before joining MPG, Kristine served as Vice President of Sales Strategy & Capability at Kellogg Company, leading the Commercial Center of Excellence for Kellogg USA and overseeing a high-performing team of 170 across Customer & Trade Strategy, Sales Planning, Sales Operations, Category Management, and Sales Training. Her responsibilities spanned the entire U.S. Food, Drug, Mass, Club, and eCommerce portfolio.
Earlier, Kristine served as Vice President, Category Management and Shopper Strategy at the Nature’s Bounty Co. During her 18-year tenure, she led the development of core organizational competencies, including Category Management, Channel Strategy, Trade Optimization, Shopper Marketing, and Consumer Insights. She also spearheaded foundational initiatives, including the company’s first trade promotion management platform, its inaugural Commercial Channel Strategy, and the VMHS consumer segmentation model, which continues to guide brand activation today.
Kristine also held earlier Sales and Category Management roles at Nestlé USA and Miller Brewing Company, grounding her approach in a deep understanding of both manufacturer and retailer perspectives.
A longtime advocate for inclusive leadership pathways for women, Kristine is a founding board member and former Chairwoman of WE (Women Elevating Health & Wellness). WE is a national organization that champions the advancement of women leaders in the CPG Health and Wellness space through mentorship, advocacy, and community events.
Kristine earned a B.S. in Business Management from the University of Florida.