Andrea Fera
Senior Innovation & Insights Lead, Front-end Productivity @Mondelēz International
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WORK HISTORY
Senior Innovation & Insights Lead, Front-end Productivity @Mondelēz International
Birmingham, GB
Architected ProdyStorm — a proprietary front-end ideation platform scaled cross-regionally; 50+ stakeholders per session, 170+ qualified ideas in 2 weeks, SVP-level recognition at R&D Virtual Symposium 2025. Delivered ~$3.8MM in validated savings across 5 concurrent innovation programmes by translating consumer and category signals into commercially quantified, IC-ready business cases. Worked with NielsenIQ retail and Kantar panel data outputs to contextualise consumer signals and validate commercial assumptions across Category and Marketing teams. Programme coordinator for 36 active MEU cross-category projects — presented portfolio governance to Director-level leadership quarterly.
EDUCATION
Università degli Studi di Firenze
Bachelor Degree in Food Technologies
Università degli Studi di Firenze
Master Degree in Food Science and Technology
Università degli Studi di Firenze
Passed State examination for authorization the freelance profession of Food technologist
ABOUT ANDREA FERA
Senior Innovation & Insights Lead with 12+ years driving consumer-centric pipelines across FMCG categories. Expert in translating early-stage consumer signals into commercial action through scalable digital frameworks. Architect of ProdyStorm - a proprietary cross-regional ideation platform deployed at Mondelēz that delivered ~$3.8MM in validated savings, established new global standards for Feasibility Assessment, and accelerated concept qualification 3x through AI integration. Deep Confectionery category knowledge across CDM, Twirl and related portfolios. Passionate about white space identification, demand space mapping, and bridging the gap between consumer insight and innovation brief. Currently exploring the next step in my pivot toward Consumer Insights - where the signal comes before the brief.
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