2024 Generation Next winner Shingly Lee (Q&A)

Shingly Lee

VP, Marketing, GURU Energy

Throughout her career in CPG, Shingly Lee has made a mark in leading innovation, rebrands and expansions.

Lee got her start at Kraft Heinz in brand management and was instrumental in the launch of Philadelphia Bold Whipped Cream Cheese. “We were able to align with market trends—consumers were gravitating to bold, spicy flavours—and drive market share growth in a category that was stagnant for several years,” she says.

She also spearheaded Alpha Foods’ Canadian expansion and, for Vega, successfully rebranded the No. 1 plant-based protein powder in Canada. Later, she decided to bring her expertise to smaller brands that have powerful ideas, but are often under-resourced. “These brands are pushing for healthier products, more sustainable practices, meaningful connections with their communities and consumers, and to make a real mark on the world,” she says. “I wanted to help them reach their full potential.”

Lee joined Guru this year and is working to expand the brand in the United States and in Canada outside Quebec. “I like the power of brands to shape culture, connect people and make a lasting impact on consumers’ lives,” she says.

See the full list of Generation Next 2024 winners profiles.

Profiles were first published in the December 2024 issue of Canadian Grocer