JJ Fleeman


JJ Fleeman is President and Chief eCommerce Officer of Peapod Digital Labs, a center of excellence, which drives digital and eCommerce innovation, technology and experience to meet the changing needs of customers of Ahold Delhaize USA's local brands – Food Lion, Giant Food, GIANT/MARTIN’S, Hannaford, Peapod and Stop & Shop. Leading digital and eCommerce strategy as the Head of Peapod Digital Labs, Fleeman is responsible for enabling the local brands of Ahold Delhaize to deliver an unparalleled omni-channel grocery experience and overseeing the local brand Peapod, already the nation's largest online grocery retailer.

A merchant and operator at heart, Fleeman has served in a diverse array of roles in strategy, operations, marketing and merchandising throughout his more than 30 years in grocery retail. Most recently, Fleeman served as Executive Vice President of Commercial Services and Strategy for Retail Business Services, the services company of Ahold Delhaize USA. Here, he oversaw key Commercial Services for all of Ahold Delhaize USA's local brands including Strategy, Merchandising, Sustainability, Project Management Office and Private Brand.

Prior to this, was Chief Strategy and Development Officer for Delhaize America. In this capacity, he was responsible for the development of the overall strategic framework for Delhaize America, functions including Sourcing, Private Brand, Merchandising Governance, Store Sites, Portfolio, Performance Management Office and Sustainability, and Customer Engagement initiatives such as Digital and Consumer Research & Insights. He also led the creation of a digital center of excellence at Delhaize America.

A proven global leader, Fleeman served as Global Integration and Program Leader for Delhaize Group as part of the merger that formed Ahold Delhaize. He has also represented Delhaize Group as part of the Future Leaders Committee of the Consumer Goods Forum, where he helped develop world-class programs for future leaders and had the unique opportunity to experience retail and manufacturing across the world.

Fleeman spent several years with Food Lion in roles including Vice President of Strategy and Business Development, Vice President of Marketing, Market Vice President and Vice President of Operations.

Roles at Peapod Digital Labs

  • President

    Current role

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