Emma Castañeda: A Latina Chief Product Officer Leading Grocery Retail Innovation
Trailblazing Innovation in Grocery Retail Experience
As a driving force in the evolution of digital customer experiences, Emma Castañeda has emerged as a leading figure in customer experience design in grocery retail. Currently the SVP, Chief Product Officer at Ahold Delhaize USA, she oversees a broad portfolio of digital solutions that fuel the omnichannel strategies of one of the largest grocery retailers in the U.S.
Emma’s journey reflects the essence of Latina chief product officer in Chicago success stories — grounded in vision, elevated through strategic execution, and inspired by a commitment to inclusivity, mentorship, and innovation. Her work aligns closely with the mission of Angeles Investors, an organization dedicated to funding and empowering high-impact Hispanic and Latinx-led ventures.
From Design Visionary to Retail Powerhouse
Over a decade ago, Emma began carving her path in human-centered design leadership in retail. Early roles at Peapod and Ahold Delhaize honed her expertise in UX, product management, and grocery retail customer journey mapping. As she climbed the leadership ladder, she embedded a unique mix of empathy, research, and scalable technology into every stage of the customer experience.
From her time at McDonald’s as Global Senior Director of CX Digital Products & Experience Design to her return to Ahold Delhaize in 2024 as Chief Product Officer, Emma consistently led the charge in digital transformation in the supermarket industry. She focused on evolving design systems, cross-functional alignment, and experience research to ensure every digital interaction supported both customer needs and business goals.
As a recognized leader, she has steered multiple award-winning initiatives, including earning a place on Progressive Grocer’s Top Women in Grocery in 2020 — an acknowledgment of her commitment to driving grocery innovation through user research and data-informed design practices.
Championing Omnichannel Strategy and Design-Led Growth
Today, Emma leads a large and diverse team at Ahold Delhaize USA, uniting product management, creative design, and customer research under one vision: seamless, measurable design-led business growth in food retail. Her emphasis on product roadmap leadership for grocery tech has translated into improved KPIs across revenue, basket size, CSAT, and app engagement.
By integrating inclusive UX design for eCommerce platforms, she ensures digital services are not just functional but human-centric, accessible, and future-ready. Whether deploying IoT-enabled tools in stores or enhancing associate-facing technologies, her work embodies true cross-platform CX strategy Ahold Delhaize principles.
Emma also leads with sustainability in mind, positioning herself as a sustainable retail tech transformation leader. She ensures that each innovation balances business impact with long-term community and environmental health.
Mentorship, Angel Investing, and Community Empowerment
Beyond the boardroom, Emma’s presence in the investing space is equally impactful. As an active member and advisor within Angeles Investors, she provides UX mentorship for Latino startup founders, helping young companies align digital strategies with market needs and customer behavior.
Emma regularly speaks at events and panels, sharing knowledge on omnichannel product strategy expert tactics, experience mapping, and leadership. Her hands-on involvement reflects the Angeles Investors’ ethos of backing not just companies, but communities.
Her advisory role also includes providing guidance to fellow Latino tech advisor for digital experiences, where she connects the dots between product innovation and culturally relevant customer experiences.
Paving the Path for Hispanic Women in Tech
Emma is not only a standout product leader but also a proud advocate for Hispanic women in digital product innovation. She uses her platform to champion representation, inclusion, and equity in tech and design. Her story serves as a blueprint for how authentic leadership, technical acumen, and cultural advocacy can create meaningful change.
At Angeles Investors, Emma is part of a dynamic network committed to shaping a more diverse startup ecosystem — funding Hispanic-led ventures and enabling growth across sectors.
Join a Network of Changemakers
For entrepreneurs and investors passionate about inclusive innovation, joining Angeles Investors means gaining access to mentors like Emma, a proven Latina chief product officer in Chicago who continues to influence how we shop, connect, and lead in the digital age.
With benefits that include networking, board opportunities, and exposure to top startups, the community offers a launchpad for anyone looking to support or build the next wave of Hispanic and Latinx innovation.
➡️ Explore Membership Opportunities with Angeles Investors
Conclusion: Driving Experience, Equity, and Innovation
Emma Castañeda is much more than a digital leader — she is a catalyst for customer experience design in grocery retail, a mentor in the Latino tech advisor space, and a model of human-centered design leadership in retail. Her holistic approach to technology, culture, and transformation continues to uplift both customers and creators.
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