Samuel Pennington

Background

About Samuel Pennington

As a Category Advisor at Kraft Heinz, specializing in the club channel (Sam’s Club, Costco, BJ’s), I bridge the gap between consumer insights, category strategy, and customer collaboration.With a background in consumer and shopper insights, I design and lead surveys, uncovering what drives purchase behavior and how shifting macro and economic trends shape decisions in the club space. I partner closely with both sales teams and merchant teams, bringing the voice of the consumer to the table to influence strategy, merchandising, and growth plans.What sets me apart is my ability to turn complex data into clear, actionable stories. I love taking raw insights and crafting them into narratives that spark alignment, drive retailer collaboration, and unlock opportunities for category and brand growth.I thrive at the intersection of analytics, strategy, and storytelling—helping retailers and manufacturers win together while staying ahead of evolving shopper needs.Connect with me to chat about CPG insights and specifically about better for you trends!