Steve McGraw was named to his current position of Director, Customer & Shopper Insight in June 2007.Steve began his career at Nielsen as a Data Specialist in 1995. He progressed through several senior positions in both the Retail and Manufacturer practices of the Nielsen business and his portfolio of accomplishments are numerous. Steve has been a key contributor to the development and execution of award-winning Shopper Insight initiatives, including a Market Research and Intelligence Association (MRIA) award for Best Integrated Research Project. Steve is a three time recipient of the North American list of “Who’s Who in Shopper Insight” 2010, 2011, 2012. This list is comprised of over 90 executives whom Shopper Marketing Magazine have recognized as the industry leaders at gleaning critical insights that serve as the underpinnings of successful shopper marketing initiatives. As Director of Kraft Canada’s Customer & Shopper Insight group Steve has developed the long term vision for creating Kraft’s leading-edge shopper insights and leveraging them directly with Kraft’s customers and internally to build shopper centric retail execution. His team of fifty dedicated members has recently earned Top Tier Advantage Study status for Category Development and Shopper Insight Support as measured by their customers. He is a graduate of University of Guelph, earning an Honours Bachelor of Applied Science in Consumer Studies with an emphasis in Consumer Behaviour and a Master of Science in Marketing Management.