With 25 years of experience in Consumer Insights in multiple Food & Drink categories, Selma is most passionate about driving growth through innovation.

Her career spans local, regional and global roles at several leading CPG companies across the world, including Kraft Foods UK, Heinz and Unilever in the Netherlands and Mars Wrigley in Chicago, USA. As Chocolate Portfolio Insights lead at Mars Wrigley, she leverages human insights to identify growth opportunities for brands such as Snickers, TWIX and Dove/Galaxy.

Over the past few years, she has played a pivotal role in the innovation transformation at Mars Wrigley towards consumer-centric, fast-paced and agile innovation. Selma firmly believes that consumer empathy should be at the heart of all innovation initiatives. Only then are we able to develop products and packaging that truly delight our consumers? Our ultimate goal is to inspire moments of everyday happiness.