Mondelēz International [NASDAQ: MDLZ]

Heidi Chiu is Marketing Director, Savoury at Mondelēz International. Over more than 15 years, she has worked across brand management, shopper marketing and commercial leadership, helping established consumer brands respond to changing markets. Her work reflects a consistent focus on understanding how people shop, what influences their choices and where new opportunities for growth can be found.

Finding Growth where Others See Maturity

Most brands can grow quickly when they're new. The harder part is keeping that momentum going once people already know them. That means continuing to give consumers a reason to choose the brand.

That mindset shapes Chiu's work today as she leads Mondelēz Canada's savoury portfolio. She now leads marketing for a business worth roughly $500 million, overseeing brands that already dominate the crackers category. Within six months, Chiu helped move the business from losing share to recording six straight reporting periods of growth. Her focus was on strengthening the portfolio as a whole, making each brand's role more distinct and identifying opportunities for future growth.

Her work also reflects a willingness to question category assumptions. She identified an opportunity to reach Gen Z consumers and partnered with global teams to take a Canadian brand into international markets. Closer to home, she reshaped the crackers portfolio by giving each brand a more clearly defined role, creating room for growth across the category instead of within a single brand.

Turning Consumer Insight into Commercial Results

Strong consumer marketing depends on more than creative campaigns. Every investment must demonstrate its contribution to business performance while remaining relevant to the people brands hope to reach.

That principle has shaped Chiu's leadership across multiple organizations. Before joining Mondelēz, she led marketing, shopper marketing and eCommerce for Henkel Canada, managing a national portfolio across seven product categories and a marketing budget of approximately $20 million.

One of her earliest priorities was introducing a Grow/Fix framework that directed investment toward brands with the strongest commercial potential while addressing weaker-performing segments. The approach improved profitability without spreading resources evenly across the portfolio. She also repositioned media investment by establishing Henkel's first partnership with the NHL, helping Purex outperform historical consideration benchmarks while driving measurable gains at retail.

Digital commerce became another important focus. Working closely with North American and global partners, Chiu helped accelerate Amazon growth while introducing one of Canada's earliest Instacart advertising programs for the business. Rather than treating digital commerce as a separate channel, she integrated it into broader brand planning, allowing marketing decisions to reflect how consumers actually discover and purchase household products.