After building experience in the digital commerce space, Noor Usman found the right challenge at FrieslandCampina. She joined the company a year and a half ago and now leads the grocery eCommerce channel, working closely with major retailers to strengthen how FrieslandCampina’s brands perform online. “I’m an eCommerce Manager looking after the grocery channel. It’s a fast-moving environment and that suits me. I enjoy learning continuously and finding better ways to help our brands stand out in the digital shelf.”
Today, Noor focuses on driving growth with key retailers while ensuring FrieslandCampina’s products remain competitive in an increasingly digital grocery landscape.
“My role sits at the intersection of data, shopper behaviour and commercial strategy. Small improvements in search visibility, content or promotions can make a real difference to sales. That immediacy is what makes the role so rewarding.” Noor was drawn to FrieslandCampina because of its strong brands and long-term commitment to sustainability.
“I wanted to work for a company with purpose and a clear connection to the full food chain. Learning the nuances of the dairy category and building strong retailer partnerships has been an important part of my journey so far.” What motivates Noor most is translating insight into action.
“When we turn shopper data into clear commercial decisions and see the results in our online performance, that gives me energy. eCommerce evolves quickly, so there’s always a new opportunity to explore.”
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Curiosity and ownership in action
Noor describes herself as entrepreneurial, curious and innovative, qualities she brings into her everyday work. “I treat the grocery eCommerce channel as if it were my own business. I enjoy identifying opportunities, challenging the status quo and pushing for growth while staying accountable for results,” Noor says.
Curiosity plays a big role in how Noor approaches her work. “Online retail evolves every day. Understanding how shoppers behave, how retailer algorithms work and how digital shelves are changing helps me make better decisions.” For Noor, innovation often comes through testing and improving. “Sometimes it’s experimenting with new content formats, sometimes it’s improving search performance or exploring new digital activations. Those small innovations can have a meaningful commercial impact.”
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Creating impact in a fast-moving market
Noor has already seen how targeted digital strategies can deliver measurable results.
“In 2025 we achieved 22% revenue growth and 26% year-on-year volume growth through focused digital activations and stronger online fundamentals,” Noor says. For Noor, those results highlight the value of combining data with strong collaboration across the organisation. “Many of our best initiatives come from working closely with colleagues across sales, marketing, category and supply chain. By combining in-store visibility with strong digital execution, we create a more seamless shopper experience.” Within FrieslandCampina, Noor sees the eCommerce team as a bridge between shopper insight and commercial strategy. “We bring the online shopper perspective into the business and help translate that into actions that strengthen our brands with retailers.”
Looking ahead, Noor is excited about the opportunities to further expand FrieslandCampina’s digital presence. “There’s a lot of potential in scaling our brands across high-growth platforms, exploring retail media opportunities and continuing to improve our digital shelf.”
For those considering joining FrieslandCampina, Noor’s message is clear. “It’s a place where you’re trusted with responsibility and encouraged to grow. The culture is collaborative and supportive, and you get to work with brands that genuinely matter to consumers.”
“If you enjoy combining strategy, creativity and hands-on execution, FrieslandCampina gives you the space to make a real impact.”