Megan Margraff

Chief Analytical Officer
Spire

Megan Margraff has over 15 years of experience leveraging shopper data to help both brands and retailers put the shopper at the center of their decision-making. She leads analytics at Spire and has pioneered its unique approaches to shopper segmentation, marketing/trade promotion evaluation, targeted marketing and predictive analytics.

Prior to joining Spire, Margraff spent nearly 12 years as a consultant and director of analytics with Cannondale Associates (now Kantar Retail), a sales and marketing management consulting firm. She helped found the shopper insights team at Cannondale Associates and developed the analytic approaches to using shopper card data in the areas of category management and trade promotion evaluation. Throughout her career, Margraff has worked with dozens of Fortune 500 companies, including top CPG manufacturers and many of the top grocery, drug and mass retailers in the U.S. market.  

She received her MBA and BS in international business management from ICHEC (Institut Catholique des Hautes Etudes Commerciales) in Brussels and has prior work experience in both Belgium and the UK.