Belinda Freeman

Belinda Freeman


With over 20 years' experience in consumer and shopper research; retail sales measurement and analytics; client service; business development; operational and commercial business management. I am highly experienced in the commercial application of insights within retail and consumer brand organisations.

Often referred to as the "shopper guru" I have honed this skill working in NZ retail for the past six years.  I have a passion for discovering and presenting insights-based solutions that drive growth for category, banners and brands; uncovering shopper / customer / consumer insights; identifying opportunities; and helping to develop sales and marketing plans that span the entire process including range and assortment, pricing, placement, store & shelf layout, promotions, advertising and customer engagement.

Specialist in path-to-purchase research and activation with in-depth knowledge of over 200 consumer categories

NZ and International roles include:

  • Consulting and Research Management, NZ Retail organisations including Farmers, Foodstuffs, Mitre 10
  • Head of Shopper Insights & Data Analytics, Foodstuffs NZ - leading the delivery and use of shopper insights across the organisation
  • Global Shopper Research Director & Head of Retail Auditing Solutions, Ipsos - developing & implementing global resarch solutions 
  • Head of Retail & Member of International Retail Board, GfK Retail & Technology - managing retailer services; client service transformation
  • Director CMI, Nielsen NZ - servicing media owners, agencies and businesses with syndicated research solutions
  • Marketing Manager - Hunters Plaza, Auckland
  • Media Sales and Sales Management - Radio and Print

Career Highlights include: NZ Women's Fashion Shopper Study; NZ Gardener Study; Developing and implementing best practice Shopper P2P Framework Foodstuffs NZ; Project Manager for Unilever Global Shopper studies - Channel Habits & Attitudes and Retail Preceptor; Presenting on the Impact of Internet at the Retail World Congress 2008; Launching UK’s Premium Beauty Sales Panel; Leading international retail service agreements with WalMart* Tesco, DSG; Launching NZFitness; Record agency sales Newstalk ZB

MOBILE: 0272047693

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