As the digital commerce landscape continues to fragment, Mondelēz leans into data to create a seamless experience for its customers – whether in-store, online or through emerging channels like social commerce.
“Data is and will always be a core part of our business,” Jillian Durojaiye, director of omnichannel growth at Mondelēz, said during an interview at the 2025 Sweets & Snacks Expo last month. “It informs how we innovate, how we reach and engage shoppers, and how we measure the impact of everything we bring to market.”
From flavor trends to pack size: Data-driven innovation
According to Durojaiye, Mondelēz uses a mix of consumer purchase behavior, trend tracking and preference data to help shape its innovation pipeline. That data does not just inform product ideas, it also guides how the company thinks about format, packaging and brand fit within categories.
“You look around the show floor and see trends in packaging, flavor profiles, size and form – and those become insights,” she explained. “We then look at how those consumer preferences align with where our brands play, and that helps build our innovation calendar.”
Relying on proprietary digital commerce toolkit
While Durojaiye’s focus lies more on omnichannel activation than R&D, her team plays a critical role in ensuring new product launches reach the right consumers, with the right message, at the right time.
“Our role is to bring items forward to market and activate them across all relevant touch points,” she said. “We want to make sure shoppers can find them easily, are aware of them, and that we’re measuring whether our efforts are converting.”
To do this, Mondelēz relies on a proprietary digital commerce “flywheel,” which includes optimizing product visibility, delivering consistent messaging and tailoring media activation based on retailer-specific and consumer-specific insights.
Navigating retail media and social commerce
Retail media networks are a growing part of Mondelēz’s toolkit, particularly as retailers ramp up their data capabilities.
“Most major retailers now have their own media networks,” said Durojaiye. “We work closely with them to understand how to reach their shopper effectively. That shopper data is incredibly valuable for targeting and measurement.”
When it comes to social commerce, Mondelēz watches activity closely, according to Durojaiye. While social media is more established in categories like fashion and beauty, the company sees potential in certain food and snack segments.
“Social commerce is not as developed in food yet, but it is on the rise,” she said. “It is important that we understand it, even if we are still prioritizing retail or our own platforms like the Oreo site.”
Learning from the past
To optimize performance, Durojaiye’s team uses historical campaign data to inform future planning, alongside testing and learning.
“We look at past programs to see what tactics drove the best results and use that to build upcoming plans,” she said. “But, we also have a strong appetite for experimentation. If there’s a reason to believe in a new approach, we will test it – and scale if it works.”
As shopper expectations shift across channels and touchpoints, Mondelēz stays agile by grounding its activation strategy in rich consumer data and retailer collaboration, Durojaiye explained.
“Our job is to show up in the right places in a way that feels authentic and seamless,” she said. “The channels may evolve, but the core goal stays the same: connect with the shopper meaningfully.”
