Who We Are
Peapod Digital Labs is the ecommerce engine of Ahold Delhaize USA, one of the nation’s largest grocery retail groups. The customers we support are the local grocery brands consumers trust. We power ecommerce strategies that engage consumers, no matter when, where or how they choose to shop, and support grocery brands as they leverage significant consumer bases to springboard growth through new ecommerce and digital capabilities. Our world-class team, which combines vast retail experience with technology expertise and innovation, delivers a range of services that help brands engage consumers in every stage of their journey and deliver experiences that meet consumers on their terms. Our success is driven by our culture, grounded in agility, inclusivity, innovation and fun.
When Past Meets Present to Deliver the Future
Peapod Digital Labs is grounded in the innovation that brought Peapod, one of the nation’s largest food ecommerce businesses, to life. Founded by brothers Andrew and Thomas Parkinson in 1989, Peapod has pioneered advancement in the grocery ecommerce space over the past 30 years, serving as the first grocer to launch digital coupons, personalized specials, and online lists, and morphing into one of the best examples of grocery ecommerce in the nation. Now, a part of Peapod Digital Labs, the innovative spirit of Peapod continues, and will help propel Peapod Digital Labs into the future as the organization evolves from a consumer-facing brand, to a center of excellence, powering local brand strategies.
Meet our Leadership Team
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.
Keith Nicks is the Digital & eCommerce Officer for Peapod Digital Labs. Peapod Digital Labs is a center of excellence, which drives digital and eCommerce innovation, technology and expertise 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.
With 28 years of experience in grocery retail, Nicks most recently served as Executive Lead of Digital, Personalization, Loyalty & Analytics (DiPLA) for Peapod Digital Labs. In this position he led the DiPLA organization, which was responsible for delivering digital and loyalty ecosystem development, retail media platforms and personalization across the entire customer journey by leveraging the latest techniques in data science and analytics.
Prior to this, Nicks served in a diverse array of roles for Ahold Delhaize USA companies, including Senior Vice President of DiPLA for Retail Business Services, the services company for Ahold Delhaize USA; Vice President of Customer Engagement, Director of Loyalty and Digital Marketing, Director of Retail Marketing and Director of Operations, among others. He started his career as a cashier for Food Lion in high school and has remained with the company ever since.
Nicks holds a bachelor’s degree in biology from the University of North Carolina at Greensboro. In his free time, he enjoys hunting, exercising and, most of all, watching his son play sports. He currently lives in Chicago, Ill. with his wife, Kerri, and their son.
Natalie Dupill is the Chief of Staff & Omnichannel Deployment Lead for 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. In this role, she oversees support for the President, company and its holdings. Dupill also leads the implementation of the omnichannel experience in support of the U.S. brands.
Most recently, Dupill was the Director of Strategy for Retail Business Services, the services company of Ahold Delhaize USA. In this role, she was responsible for strategy development, including the identification and development of strategic business opportunities for the brands and internal departments. She also worked closely with Ahold Delhaize USA’s Leadership Team, overseeing the coordination of the strategic planning cycle across the U.S. business.
Prior to that, Dupill spent two years working on the integration team for the merger of Ahold and Delhaize, sourcing and developing strategies and processes that ultimately led to the combined organization exceeding its synergy goal.
Dupill also worked at PricewaterhouseCoopers (PwC) for five years as part of the Risk and Controls function. In this capacity, she worked with global technology clients to manage their risks and improve controls to increase efficiency, achieve business objectives and focus on future strategic growth.
Dupill was raised in Peru, Maine and holds a Bachelor’s degree in Managerial Economics from Union College in Schenectady, N.Y. She is a Certified Information Systems Auditor (CISA) and is currently working toward CPA certification. Dupill lives in Maine and enjoys spending time with family, cooking and traveling internationally.