Juan De Paoli

Juan De Paoli headshot

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As vice president of Our Brands, Juan De Paoli is responsible for driving the private label vision, strategy and program development to deliver long-term growth and enhance the company’s brand equity, strategic positioning, revenue, profit and market value. He also develops high-performing team members and oversees product development, testing, sourcing, vendor selection and private label marketing programs to minimize cost and maximize sales revenues related to private label products. 

De Paoli joined Kroger in 2021 bringing more than 20 years of experience in building and growing world-class brands from product development through launch, crafting marketing strategies and merchandising for national brand and private label products across all food, household, pet and personal care categories. His most recent experience comes from Ahold Delhaize USA, where he served as senior vice president of private brands. De Paoli also spent 12 years at H-E-B, where he held roles of increasing responsibility. During his tenure with H-E-B, he led strategy, brand management, growth, product development and packaging for their Own Brands which drove record sales and share. He also has experience as vice president of grocery, frozen, health and beauty care and general merchandising with Topco Associates, and has worked for CPG partners, including Oscar Mayer Food Corporation and Procter & Gamble in Venezuela and Mexico.

De Paoli received his Bachelor of Business Administration in Management and Finance from Universidad Metropolitana in Venezuela. He has also completed numerous professional training courses and certificates in leadership, including the Ahold Leadership Retail Academy at the Harvard Business School and University of Oxford. In addition to furthering his own education, De Paoli was a guest professor at the University of Texas MBA program teaching brand management and marketing channels and worked as a marketing professor at Universidad Metropolitana in Venezuela where he was ranked in the top 5 percent of professors for three years running. 


Private Label Brand Panel
Tuesday, March 26
11:15 a.m. to Noon
Moderator: Bryan Gildenberg, Founder and CEO of Confluencer Commerce


  • Peggy Davies, President of Private Labels Manufacturers Association
  • Juan De Paoli, Vice President of Our Brands at Kroger
  • Jim Griffin, President, North America at Daymon