Director, Behavioral Science and Retail Strategy, P&G

Stephanie Craig is the global leader and a master in analytics and shopper insights at P&G. She has an unwavering commitment to enhancing shopping experiences for consumers worldwide in a way that delivers total category growth. Her expertise is integrating human behavior into go-to-market strategies, ensuring innovation and brand building are deeply rooted in the realities of both digital and physical retail environments.

A true catalyst, Stephanie is passionate about elevating the shopping experience through understanding Behavioral Science. Over her 28yr career at P&G, she has experience optimizing and growing multiple categories and over 16 market leading brands. She has trained more than 9,000 sales, brand, design, and analytics managers globally, applying the principles of behavioral science into tangible actions. Her relentless focus on identifying winning solutions has made her an invaluable asset in driving business growth and improving shopping experiences wherever consumers shop.

Stephanie’s expertise in consumer insights, analytics, and market strategies is unparalleled. She is an inventor on nine patents, including one dedicated to shelf navigation, and co-author of P&G’s Shopper Psychology program, which leverages Cognitive, Behavioral, and Neuro Science to create effective retail solutions. Recognized with the A&I Master distinction in 2022, Stephanie’s dedication to shopper insights is evident in her numerous accolades, including the Bold Leadership Award in A&I and P&G’s Diversity and Inclusion award for partnerships across nations.

Her favorite quote by scientist Antonio Damasio encapsulates her approach: “As human beings, we are not thinking machines that feel, but rather feeling machines that sometimes think.”