# Melanie Hellenga

> Melanie Hellenga is a Chicago-area marketing executive and Kraft Heinz's chief marketing officer for Away From Home. Her career has moved between agencies and operating roles at Beam, Groupon, ZOA Energy, and Kraft Heinz, giving her a practical view of brand building that joins creative ideas to distribution, partnerships, and measurable demand.

- **Role:** Chief Marketing Officer, Away From Home at Kraft Heinz
- **Organizations:** Kraft Heinz, ZOA Energy, Groupon, FCB Global, Beam Global Spirits & Wine, MARS Advertising, Wellness House
- **Education:** Bachelor of Arts, Michigan State University
- **Known for:** Credited with three Gold Cannes Lions in the Cannes Lions directory., Led marketing at ZOA Energy during the 2024 Big Dwayne Energy campaign across television, digital, out-of-home, social, shopper marketing, and live activations., Helped position Groupon as a destination for local experiences while leading global brand and performance marketing.

## Career timeline

- **2000-2003** — Senior Account Executive at MARS Advertising.
- **2003-2007** — Account Director at FCB/Marketing Drive.
- **2009-2011** — Director of Marketing Activation at Beam Global Spirits & Wine.
- **2011-2012** — Marketing Director for Skinnygirl Cocktails at Beam Global Spirits & Wine.
- **2012-2013** — Vice President, Management Director at FCB Global.
- **2013-2015** — Senior Vice President, Management Director at FCB Global.
- **2015-2020** — Senior Vice President, Group Management Director at FCB Global, with public credits including Michelob ULTRA and Lime-A-Rita work.
- **2020-2022** — Led brand marketing at Groupon, including the selection of FCB as global creative partner in 2021.
- **2022-2023** — Vice President, Global Brand and Performance Marketing at Groupon.
- **2023-2025** — Chief Marketing Officer at ZOA Energy; led the 2024 Big Dwayne Energy campaign and emphasized full-funnel brand building.
- **2025-present** — Chief Marketing Officer for Kraft Heinz Away From Home.

## Achievements

- Credited with three Gold Cannes Lions in the Cannes Lions directory.
- Led marketing at ZOA Energy during the 2024 Big Dwayne Energy campaign across television, digital, out-of-home, social, shopper marketing, and live activations.
- Helped position Groupon as a destination for local experiences while leading global brand and performance marketing.
- Held senior FCB Chicago leadership roles on campaigns for brands including Michelob ULTRA, Lime-A-Rita, and Sharpie.
- At Kraft Heinz Away From Home, has promoted partnerships including Live Nation venues and NFL Draft activations.

## Latest updates

- **2026-04** — Highlighted Heinz's NFL Draft activation in Pittsburgh, including the new Mr. 57 tradition and an Away From Home team effort across hospitality, retail, and delivery partners.
- **2026-01** — Celebrated the planned limited release of HEINZ Kegchup following a social teaser that drew nearly one million views.
- **2025-08** — Announced a Kraft Heinz Away From Home partnership with Live Nation across 80 venues, beginning at Lollapalooza's Chow Town.
- **2025-02** — Began serving as Chief Marketing Officer for Kraft Heinz Away From Home.

## Links

- Website: https://www.kraftheinz.com
- LinkedIn: https://www.linkedin.com/in/melaniehellenga

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Profile page: https://yespress.io/melanie-hellenga
Published by YesPress — https://yespress.io
Last updated: 2026-08-14