The FMCG Guys

AI is here to stay, and it's rapidly levelling the playing field between big and small companies.. This week, Daniel speaks with Mark Smith, Managing Director, CPG Global at Crisp, and Peter Hall, CEO of Kettle Cuisine, about what happens when AI stops being a tool in one department and starts running through the whole organization. Mark spent 20+ years at Nestlé, L'Oréal, Unilever and PepsiCo before joining Crisp, a vertical AI platform for brands and retailers. Peter has spent 25 years in the industry, including at Kraft Heinz and Procter & Gamble, and recently became CEO of Kettle Cuisine, a US manufacturer of fresh prepared foods including soups, broths, demi-glaces and sous-vide meats. Since arriving, he has declared the company "AI forward" and taken personal ownership of its AI agenda, with Crisp as a partner. The two have known each other for years, and they join Daniel to discuss why connecting data across the business matters more than scale, and why culture decides who wins. Tune in to hear about:…

This week, Daniel and Efrain step slightly outside Consumer Goods and Retail to speak with Juliane Hefel, Senior Vice President Industrial Coatings and Specialty Products and Executive Oversight EMEA at Paints leader PPG. Born in a small town in western Austria, she began her career as a translator before moving into Procurement. She spent 16 years at Henkel, with roles in Düsseldorf, Shanghai and Detroit, then joined PPG in 2022. Currently, she double hats: leading both Industrial Coatings and Specialty Coatings and Materials Businesses with, since 1 September, Executive Oversight of PPG's EMEA business. Daniel spotted her story on LinkedIn and knew it deserved a place on the show. Tune in to hear about: Why she moved from procurement into general management, and how having sat on the buyer's side of the table helps her today Why she calls Shanghai the most impactful move of her career PPG's sustainability goals, and innovation "beyond the can": digital tools, automation and faster product development How…

Imteaz Ahamed is an eCommerce and AI pioneer who works with private equity on FMCG acquisitions and transformation, following 16 years at Reckitt. He runs his consultancy with a team of AI agents that he says do the work of five or six people, and is writing a book on data clean rooms for CMOs. In this live recording from Groceryshop in Las Vegas, Imteaz joins us to discuss how AI agents are changing the way he works, why big CPG companies risk having their lunch eaten by fast-moving challengers, and what data clean rooms can do for marketers. Tune in to hear about: Why he left corporate after seeing Gen AI move so fast, and what he calls a "10-year step change" in months How a "second brain" of memory and context lets his agents run the follow-ups, while he keeps the thinking What it takes to scale a company: rewriting processes for every 3x in revenue How Zuru sourced an innovative diaper from China and took about 40% market share within two years Why big CPG should look east to China, and what brand…

Edu Campanella is Business Group President of Home Care at Unilever, leading an €11 billion business across more than 60 markets. His teams are behind Wonder Wash, the short-cycle laundry innovation that reached more than 35 markets in less than 18 months. In this episode, Edu joins us to discuss how a mature category like home care can find new growth, what makes an innovation "market making" rather than incremental, and why consumers now see cleaning as a source of joy rather than a chore. Tune in to hear about: Why consumers see home care as joyful, and how spending more time at home changed the category What makes an innovation "market making", and how Wonder Wash grew from a shift to short cycles Why a brilliant prototype was sent back to R&D: great performance isn't enough if consumers must change their habits How Unilever turned Europe around by setting bigger ambitions, and why consumers will pay when they see the value Why consumers are partly brand owners, and why the first 100 days of a launch are…

Ingo Reinhardt is CEO and co-founder of Buynomics and author of The Pricing Playbook (find it here: https://www.buynomics.com/the-pricing-playbook-wiley-buynomics) and Matt Pringle and Brian Knighton are Commercial Capabilities Managers at Food Leader Dr. Oetker (famous for their frozen pizzas!). In this live recording from London during Buynomics' RGM Leaders Forum, Ingo, Matt and Brian join us to discuss why RGM exists, how Dr. Oetker uses Buynomics to predict how shoppers react to price and portfolio changes, and where AI helps and where human judgment still matters. Tune in to hear about: Why RGM was born: getting price, promotion and portfolio decisions out of separate teams How "virtual shoppers" can show what happens to a single and a four-pack when you launch a two-pack How Dr. Oetker assessed RGM maturity across 32 markets, found pockets of excellence, and chose to focus on price and promotion with Buynomics Why retailers, not brands, set the shelf price, and how joint value creation shapes the…

Matteo Gori is President of Bakery and Grocery at Barilla, leading brands such as Wasa and Mulino Bianco. In this episode, Matteo joins us to discuss why he believes in real conversations over sugarcoated ones, what a failed launch taught him about owning your business, and how food companies can make faster decisions in a market that has become far more volatile. Tune in to hear about: Why he is "allergic" to inconvenient truths being hidden, and how he builds a culture of direct conversations What he learned from Cucina Barilla, the joint venture with Whirlpool, and why failing early made him a better manager Test and learn in practice: why temporary shops worked and sampling in corporate offices didn't Why food categories now swing double digits up or down, and what that means for decision-making How Wasa is growing from crispbread into snacking, with "ambidexterity" How the marketing manager's job has changed as consumers move between health, indulgence and affordability Follow us on Instagram:…

Andrew Lederman is VP of Global Digital Commerce at Mondelēz, leading digital commerce for snacking brands such as Oreo, Cadbury and Toblerone. In this live recording from Groceryshop in Las Vegas, Andrew joins us to discuss why digital commerce is now a company-wide transformation, how Mondelēz decides where to invest in retail media, and why marketers need to start marketing to AI agents as well as consumers. Tune in to hear about: Why digital commerce is "a team sport", not a single-function discipline How the lines between media and commerce are blurring, as every media company wants to become a retailer and every retailer a media company What a startup mindset brings to a big CPG company, and why a blank sheet of paper excites him How to decide where to invest across retail media, influencers and brand marketing, with market share as the "north star" Why marketers now need to market to AI agents as well as consumers Why brand websites matter more as LLMs decide what to recommend Why influencing in a big…

Natalia Ball is the Chief Growth Officer for Pet Nutrition at Mars, home to brands such as Pedigree, Whiskas and Royal Canin. She describes her role as the "orchestrator of growth", bringing together consumer insights, brand building, innovation and commercial execution to drive results. In this episode, Natalia joins us to discuss why pet parents so thoroughly research every decision for the "most important member of the family", how AI is already shaping what they buy, and how brands can build lasting demand through cultural relevance. Tune in to hear about: How the pet care category is changing with consumers increasingly viewing pets as family members Why Natalia's title is Chief Growth Officer and not CMO How pet parents are using LLMs to choose food, routines and vets, and how Mars is working to influence AI recommendations Why brand building matters as much as performance marketing, and how to make the case to the CFO What cultural relevance really means: matching a human truth with a brand truth Why…

Gawain Davies is Chief Commercial Officer at Euroleague Basketball, overseeing brand partnerships, events, ticketing, merchandising and licensing for the elite professional basketball ecosystem in the EMEA region. That ecosystem spans 52 professional men's teams, including clubs such as Real Madrid, Barcelona and Bayern Munich, and some of the most passionate fans in sport. In this live recording from Cannes, Gawain joins us to discuss what brands really get from sports sponsorship, how fan passion turns into community and commercial value, and what FMCG companies should do before walking into a partnership conversation. Tune in to hear about: What brands can learn from the World Cup, from crowded mix zones to Motorola's limited-edition phone that came with a ticket Why fans are loyal to their clubs first, and how that creates communities that brands can tap into Why sponsorship is no longer a "chairman's deal", and why he talks about return on objectives as much as ROI Why bespoke packages are replacing…

Bas Vorsteveld is Area Managing Director for Northern Europe at Kenvue, the Consumer Health care company behind brands such as Johnson's, Aveeno, Listerine and Neutrogena. He leads the business across the region, ensuring that trusted household names stay relevant for a new generation of shoppers. In this episode, Bas joins us to discuss how consumer health brands can keep growing in categories where most people don't yet treat, how to help shoppers find the right solution on shelf and online, and how to stand out when regulation limits what you can say. Tune in to hear about: Why low penetration is the biggest growth opportunity How retailers and brands can bring clarity to a crowded shelf, and where retail media fits How sales and marketing capabilities are changing as shopper journeys get less linear How to balance science and credibility with influencers, creators and healthcare professionals What happens when a claim is the only thing you change, and why legislation makes it harder to stand out How an…

Sinem Kaynak is Head of the Personal Care Breakthrough Innovation Group at Unilever, where she leads mergers and acquisitions, incubates new brands and launches existing ones into adjacent categories. Her M&A work spans Unilever's acquisitions of Wild and Dr. Squatch, and the exit of Elida Beauty (Q-tips and Caress) to private equity. In this episode, Sinem joins us to discuss how big FMCG companies can learn from the indie brands that are reshaping the industry, what separates a lasting trend from a passing "fly", and how to bring a small brand into a big company without losing what makes it special. Tune in to hear about: Why portfolios are living organisms, and how to decide what to keep, buy or sell How lower barriers to entry for new brands are promoting "nichification at scale" How to tell a real consumer need from a cultural moment Why trust, consistency and science could help iconic brands in the age of AI agents Why community begins with passion and an unmet need, and how real-life experiences turn…

Fez Ahmad is Head of Industry for CPG & Retail at Reddit, working with some of the world's largest FMCG brands to help them tap into one of the internet's most influential communities. Reddit has become a place where millions of people go to ask questions, compare products and get unfiltered opinions from real people. In this episode, Fez joins us to discuss why Reddit matters for FMCG, how brands can learn from the conversations already happening around them, and what it takes to show up without killing the authenticity that makes the platform unique. Tune in to hear about: Why Reddit calls itself "the most human place on the internet" How AI is making human validation more valuable Reddit as one of the world's biggest free focus groups Why brands need to listen before they speak Building reach, engagement and commerce on Reddit How brands can show up without disrupting communities What's next for Reddit across search, shopping and AI Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing…

David Milner is Chairman at premium pizza brand Crosta Mollica. This business, as announced last week, will soon be merged with European Pizza Group (Nestlé spin off, with brands like Buitoni), becoming the biggest player in the old Continent. David will be the new CEO of this new 1BN sales entity. In this conversation, recorded in London before summer, we reflect on David's career, which has had two very differentiated episodes: the first, a "conventional" corporate career at P&G, Mars and Campbell's and, a second one, much more entrepreneurial and PE-focused, which has seen him successfully grow and exit businesses like Tyrell's Crisps or Lily's Kitchen. Tune in to hear about: From P&G, Mars and Campbell's to private equity Scaling and exiting Tyrrells and Lily's Kitchen David's checklist for spotting winning consumer brands Why superior product has to come first How Crosta & Mollica is disrupting the pizza category Competing with multinationals through speed and consumer focus Premiumisation, packaging…

Kaan Aykac is the Director DTC and E-Commerce Europe at appliances leader Electrolux, In this episode we explore what great DTC looks like in a high-consideration category, where the website is not just a sales channel, but the digital flagship of the brand. We look at how consumer expectations are increasingly shaped by the best digital experiences across industries, why consistency matters as much as perfection, and how Electrolux is evolving the online customer journey. Tune in to hear about: Why DTC is more than just driving conversion What Electrolux has learned about how consumers shop for appliances online Bringing lessons from Louis Vuitton into a very different category Why consumers benchmark you against Apple and Amazon, not only your direct competitors AI FAQs, natural-language search and the rise of LLM discoverability The role of UGC, personalization and connected appliances Kaan's approach to leadership and why he believes in "optimizing for the steepness of the learning curve" Watch on…

Marcin Bruś is Group Director of Advertising at Allegro, one of Central Europe's leading e-commerce platforms and Poland's undisputed number one. With a career spanning P&G, Facebook, venture-backed businesses and now Allegro, he brings a broad perspective on how marketing is evolving. In this episode, we explore the rise of retail media, why brands are shifting more spend toward measurable, closed-loop environments, and how Allegro is building its advertising proposition around data, technology and purchase intent. Marcin also shares his view on AI's impact on product discovery, the future role of marketplaces, and why marketers need to get more comfortable with experimentation and risk. Tune in to hear about: Why retail media is outgrowing the wider advertising market How Allegro is building its retail media proposition in Central Europe Measurement, incrementality and closed-loop data How AI could reshape product discovery Why brands need to "spend a little, learn a lot and scale up" Why future marketers…

Max Sinclair is the CEO and Founder at Agentic Commerce Optimisation leader Azoma. AI has gone from a relative niche to be absolutely central in FMCG. A byproduct of this transformative wave has been the emergence of Agentic Commerce. This is the impact of LLMs and AI Agents on the relationship between brands and consumers, from discovery to purchase. Max has placed his business and himself at the forefront by being unapologetically Agentic-first, hosting their own events and actively sharing knowledge on a podcast and LinkedIn. He joins us at a particularly pivotal moment for Azoma, as the business has just received a strategic investment from Dunnhumby Ventures. Tune in to hear about: The state of Agentic Commerce: what can agents do today? Why Azoma is at the forefront of Agentic in FMCG The investment from Dunnhumby Ventures and how it will transform their capabilities What brands are doing in Agentic — and what they could be doing more of The 5 Cs framework to measure Agentic rigorously Closing the loop…

Simon Swan is Director of E-commerce Development at Karo Healthcare, where he is helping reshape how digital commerce is understood and executed across markets and functions. In this episode, Simon joins Daniel and Christina to discuss why e-commerce cannot succeed in isolation, why digital shelf excellence should be treated as a business basic rather than a standalone initiative, and why retail media investment only works when the fundamentals are already in place. They also explore how AI and LLMs are expanding the digital shelf beyond the PDP, raising the bar for discoverability, consistency and collaboration across the entire organization. In this episode, we talk about: Why e-commerce must break out of the silo and become a truly cross-functional capability. Why digital shelf excellence is a hygiene factor, not a one-off project. The case for getting the basics right before investing heavily in retail media. How digital leaders can translate e-commerce into the language of the C-suite and wider…

Laurence Wyatt is Head of EU Beverages Research at Barclays Investment Bank, where he analyses the forces shaping the global alcoholic beverages industry. In this episode, we challenge some of the biggest assumptions around drinking today, from whether Gen Z is really turning away from alcohol to the role of affordability, demographics and changing health perceptions. Tune in to hear about: Are people really drinking less? The myth (or not) of the sober Gen Z Affordability and the economics of alcohol consumption China's decline and India's growth opportunity Demographics and the future of global demand Premiumisation, non-alcoholic drinks and new growth avenues Watch on YouTube: https://youtu.be/Drh2ZMPRNoU Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or…

Roman Putsch is the UEFA's Chief of Marketing and Digital, helping shape and grow some of the most iconic brands in world football, including the UEFA Champions League and the Euros. In this episode, we go behind the scenes of the game to explore why football commands attention like few other platforms can, what makes the Champions League such a powerful and consistent global brand, and how UEFA is helping partners turn passion and fandom into real commercial impact. From sponsorship and first-party data to retail media, cultural relevance and the power of iconic brand assets, we unpack what FMCG marketers can learn from football. Together, we speak about: Roman's journey from automotive into what many would consider a dream job in football What makes the UEFA Champions League one of the most powerful brands in sport Why iconic assets, consistency and emotion matter so much in building a global brand How football combines attention, passion, visibility and cultural relevance How sports sponsorship is moving…

Tony Lorman is the President – EMEIA Pacific at Edgewell Personal Care, the company behind iconic brands like Hawaiian Tropic, Wilkinson Sword, Bulldog and Wet Ones. In this episode, we say goodbye to summer by evoking childhood memories through the unique scent of an iconic suncream, explore a business built on a mix of heritage and new-generation brands that share a common challenger mindset, and learn how Tony approaches leadership in this context and in today's environment. Tune in to hear about: How scents, memories and distinctive brand assets can turn products like Hawaiian Tropic into enduring symbols of summer What it means to operate as a challenger across highly competitive categories such as shaving, grooming and sun care How Edgewell has sharpened its portfolio, including reducing complexity to focus investment behind the brands and products with the strongest right to win Why challenger brands need to bring retailers something different, from new consumers and stronger margins to greater…

Our yearly "State of Supply Chain" episode is back! One can argue whether the world is getting better or worse, but one thing is clear: it isn't getting any simpler. Operations teams arguably feel this instability more than most, as they deal with rising costs, disrupted trade routes, geopolitical tensions and plenty of other "fun" challenges. To explore the biggest challenges and opportunities facing Supply Chain today, how the function can become more strategic to the business, and what it takes to lead through constant disruption, we're joined by two leaders based on opposite sides of the Atlantic: Federico Marchesi, VP Global Supply Chain at packaging leader SIG Group, who joins us for the fourth time and has become our de facto Operations Expert; and Özge Kaya, Head of Supply Chain and Manufacturing Operations LATAM at Henkel Consumer Brands. Together, we speak about: A review of the main events shaping global logistics, like the blockage of the Strait of Hormuz and Cost Pressures How to deal with…

Camille Lavenant is Global Sales and Category Director at Danone, where she leads the sales agenda for the company's Specialized Nutrition Division across Baby and Medical Nutrition. With a career spanning Nielsen, Campbell's, Kimberly-Clark and Danone, Camille has built her experience across data, category management, trade marketing, e-commerce and global sales, consistently embracing new markets, functions and ways of working. In this episode, we discuss: Why staying curious and moving fast has shaped Camille's career How working across France, the UK and the Netherlands has influenced her leadership style The evolution of e-commerce from a specialist function into an integrated part of the business Why AI and agentic commerce may follow a similar path to e-commerce Balancing short-term commercial priorities with preparing for long-term transformation How the profile and capabilities required of global sales leaders are changing The importance of embracing uncertainty, learning continuously and staying…

Our AWS x The FMCG Guys series is back! In this episode, Efrain and Daniel are accompanied by AWS' WW Partner Leader for Retail, Marco Kormann and Mike Charalambous, Co-CEO at Threedium. Threedium and AWS partner to help companies maximise the power of 3D. How? By being a key enabler in the entire product lifecycle, from product development and packaging, manufacturing, eCommerce, Marketing and, of course, Consumer Experience. Tune in to hear about: - How brands are using 3D to accelerate speed to market - Reducing cost inefficiencies and respond faster to consumer trends - AI-ready product data in a time of agentic discovery and personalisation - Creating richer, more personalised consumer experiences for brands - How combining cloud, 3D and AI can unlock business impact More Find the other episodes with AWS: https://www.fmcgguys.com/?s=aws&post_type=post Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views…

Watch on YouTube: https://youtu.be/OHuzgvaa5KU Juan Lavista is VP Marketing Commerce at Mercado Libre, leading marketing across Latin America's largest commerce ecosystems. In this episode, recorded live from Cannes, he sits with Efrain and Daniel to speak about how Mercado Libre combines speed, local relevance and a challenger mentality to drive growth across the region. Drawing on his 12 years at P&G, Juan discusses brand building, retail media, creators, AI and why breaking down silos is critical for e-commerce success. Tune in to hear about: *]:pointer-events-auto R6Vx5W_threadScrollVars scroll-mb-[calc(var(--scroll-root-safe-area-inset-bottom,0px)+var(--thread-response-height))] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" data-turn-id= "request-WEB:c27fde35-a528-4042-a724-f592331c563d-4" data-turn-id-container= "request-WEB:c27fde35-a528-4042-a724-f592331c563d-4" data-testid= "conversation-turn-10" data-turn="assistant"> How Juan moved from P&G's structured…

Watch on YouTube: https://youtu.be/31JGipOYt4U Vidyut Kaul is the SVP of Philips' Consumer Growth Region, overseeing a vast and diverse group of markets spanning Asia Pacific, India, the Middle East, Africa and Latin America. In this episode, recorded in Cannes, he reflects on a career built across multiple cultures and markets, sharing how consumer understanding, adaptability and a willingness to challenge established playbooks have shaped his leadership. From the rise of OneBlade and engaging Gen Z to leading across radically different cultures, Vidyut explains why human truth—not the latest technology—remains at the heart of sustainable growth. Tune in to hear about: Building and scaling brands across high-growth and emerging markets How OneBlade helped Philips connect with younger consumers Why understanding culture is essential to effective leadership Rethinking the traditional marketing funnel for Gen Z Giving Gen Z employees and creators a real voice in the business Why technology and AI should enable…

Olin Novák is the CEO International at Rohlik Group, one of Europe's leading online grocery retailers, combining a supermarket-sized assortment with high-quality fresh produce and rapid delivery. Based in Prague, they put Quality and Convenience at the Forefront Recorded live at Shoptalk Europe in Barcelona, this episode explores how Rohlik is using proprietary technology, automation and AI to transform online grocery. Olin explains how the company delivers thousands of products within tight delivery windows, reduces food waste, improves customer service and builds a profitable e-commerce model across multiple European markets. The conversation also covers Rohlik's approach to retail media, its AI-powered virtual assistant, the importance of customer experience and why the future of grocery will depend on combining speed, quality and operational efficiency. Tune in to hear about: How Rohlik combines a supermarket-sized assortment with rapid grocery delivery The role of proprietary technology and automation…

Maurits Priem is a Leader with Experience in Consumer Goods, Retail and Commerce Media, who was last VP Monetization at Ahold Delhaize. Also an occasional singer and politician, he's been a regular collaborator in our Candid Commerce Events, where he's joined us as panelist, moderator and "Event Dean". We've finally brought him to the podcast to chat with him about a series of articles he's posted on LinkedIn about his point of view on Advertising (find them HERE). The current picture, the good, the bad and the ugly and, ultimately, how that trillion dollar force can be a force for good. Tune in to hear about: Maurits' passion for Consumer Goods and Retail from a very young age How the balance between Power and Influence market his career Why advertising can become a force for positive change The four pillars of responsible advertising: emissions, data, content and context How digital advertising creates carbon emissions The importance of privacy, integrity and data sovereignty Why brands should consider…

Ronnie Kwesi Coleman is a serial entrepreneur whose career has centred on using technology to solve complex, labour-intensive problems. After building a global creative marketplace that created more than 100,000 jobs across Africa, scaling content operations for Fortune 500 marketing teams and co-founding a workforce platform that exited for $40 million, he turned his attention to one of the most overlooked bottlenecks in consumer goods: the manual review of packaging and marketing content. Ronnie founded PunttAI after seeing companies spend millions on repetitive checks for brand consistency, claims, legal requirements and regulatory compliance—and watching talented people become frustrated by the work. In this episode, he explains how AI can reduce rework, accelerate approvals and free teams to focus on more strategic decisions, sharing tangible results including review cycles shortened from one week to two hours and accuracy improving from 70% to 95% in just three weeks. Tune in to hear about: Why manual…

Watch on YouTube: https://youtu.be/RQk7EXKzVKo Thiago Maia is the General Manager for Mexico and Latin America at Beauty Leader Wella Company. In this episode, recorded at Wella's Mexico City office, he reflects on a career spanning Unilever, Reckitt, L'Oréal, Netshoes, Coty and Wella, and explains how working across different industries, corporate cultures and Latin American markets shaped his leadership style. Thiago discusses leading business and cultural transformations, adapting his approach when moving from Brazil to Mexico, building high-performing teams and remaining authentic while navigating demanding environments. He also shares his perspective on family, personal wellbeing and why leaders should be kinder to themselves and take the time to enjoy the journey. Building a career across consumer goods, beauty, retail and e-commerce Leading turnarounds, integrations, scale-ups and cultural transformations How Latin America develops adaptable and resourceful leaders Understanding the cultural…

In this podcast recorded Live during Cannes on 23 June 2026, Efrain and Daniel where joined live in by Sandra Wagner, CEO at AuraVeo, a company that transforms products into intelligent brand assets; Roisin Devine, Senior Digital Manager Pringles at Kellanova; and Amy Andrews, President at Mars United Commerce. Watch on Youtube: https://youtu.be/oBOLZN01QL0 Product Packaging is an often overlooked aspect of FMCG Marketing. And now, a part from being that first impression consumers get, it is now evolving from a physical container into a powerful media, data and engagement channel. In the conversation, we discuss how brands can use connected packaging, QR codes and AI to stand out on crowded shelves, continue the consumer conversation after purchase and create more personalized experiences. From Pringles' always-on digital platform to AI-powered product companions, the conversation reveals why the future of packaging lies in connecting the physical and digital worlds. Tune in to hear about: Why packaging…

View on YouTube: https://youtu.be/jNUoov9EBfM Rudolf (Rudi) Schneider is the Head of Ads Europe at Amazon and Marlies Gebetsberger is the SVP Western Europe Personal Care at Philips (recently promoted to SVP and Chief of Staff to CEO). These two repeat guests (appeared on the podcast in 2025 and 2024 respectively) joined Efrain and Daniel live in Cannes. The conversation covers cultural relevance, interactive media and the importance of meeting audiences within the communities and platforms where they already spend their time. From Philips OneBlade's Fortnite activation to the companies' long-term approach to connected commerce, the panel examines how consumer insight, creative experimentation, data and close collaboration can build brands while also driving measurable business results. Tune in to hear about: Why brands must contribute to culture rather than simply borrow from it How Philips integrated OneBlade into Fortnite, Twitch and gaming communities Moving measurement from passive reach towards active…

Watch on YouTube: https://youtu.be/HXKeEQCrOa0 Catalina Salazar is the Global Senior Director of Retail Media at Wolt, a leading Rapid Delivery company in Europe and part of DoorDash and Paul Dahill is the MD of Sales EMEA at Koddi, one of the top Commerce Media Technology companies. We spoke with them at the show floor during Shoptalk Europe to discuss how they are working together to simplify retail media buying. From how the partnership enables brands and agencies to access Wolt's sponsored product inventory through the media-buying platforms they already use, to reducing fragmentation and connecting brand campaigns more directly with measurable purchases. Tune in to hear about Why retail media must become easier and more consistent to buy at scale How Wolt and Koddi are connecting commerce inventory with major demand-side platforms Why collapsing consumer journeys are bringing awareness and conversion closer together The complexity of operating across multiple European markets, currencies and languages…

Watch on YouTube: https://youtu.be/LyXPFD3e7JU Rani Al Hajji is Unilever's Chief Growth and Transformation Officer for Personal Care, overseeing iconic brands like LYNX/AXE or Rexona/Sure. He joined Efrain and Daniel live at our Residénce in Cannes on June 23rd to speak to the audience (now extended to all our listeners) about his view on Marketing as a full-funnel proposition, authenticity, the talk of the town during the festival, creators, trends and more. Tune in to hear about: Creators, the most popular topic in Cannes 2026 Why relevance and distinctiveness matter more than simple brand visibility How Dove, Rexona and Axe are activating around the FIFA World Cup What should actually be a priority for Marketing Leaders How he's working around their key brands to engage with consumers and get people's attention His view on Retail Media and how Brands and Retailers partner more closely The impact of AI on product discovery and purchase and creativity More Audio Mixing by Modest Ferrer Voice Acting by Jason…

Watch on YouTube: https://youtu.be/LncJFGgNztI Octavie Gosselin is the VP at Mirakl Ads, the Retail Media business unit of the namesake technology company famous for helping Retailers launch and run online marketplaces. With this background in mind, she joins Daniel live in the House of Consumer Goods & Retail in Cannes to speak about the future of Commerce Media, Marketplaces, empowering Retailers and Brands, Embracing AI and, of course, her own personal journey from McKinsey to her current P&L role. Tune in to hear about: Why marketplaces are becoming an important retail media growth lever How retailers can monetize thousands of sellers without adding operational complexity The difference between trade marketing and retail media, and why they can be complementary Why algorithms, relevance and personalization are core to retail media performance The challenge of fragmentation across retail media networks How omnichannel retail media is evolving through partnerships like Mirakl Ads and Broadsign Why AI and…

Justin Sandee heads up Commercial Development for bol.com's Retail Media offering. For those who are not familiar with this brand, bol.com is the largest online retailer in the Benelux area, consistently topping other very well known foreign competitiors. It is also now part of Ahold Delhaize. In this conversation, Justin speaks with Daniel precisely about this: how a Dutch company has been able to consistently connect with consumers through a relevant, localized approach. Tune in to hear about: Why retail media networks need to speak the language of marketers How bol evolved from an online bookstore into a major marketplace and media platform Why retail media is strongest in the consideration and performance stages The importance of transparency, measurement and proving advertising impact How AI, LLMs and shopping agents could reshape the consumer journey Why retailers must build strong foundations before chasing the latest media trends More: Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell…

Ashley Kechter is the Global President at Vuori, a California-born performance apparel (commonly referred to as Athleisure) brand. She joins Daniel in partnership with Shoptalk Europe, where she was one of the star speakers, to discuss the rapid rise of the company. She explains how Vuori combines product quality, community and a distinctive brand identity with an ambitious international expansion strategy—while ensuring that the brand remains locally relevant in every new market. In this episode, we discuss: How Vuori grew from a California garage into a global premium apparel brand Why product quality and a "fabric-first" approach remain central to its success The challenge of protecting brand DNA while adapting to local markets How stores help Vuori build community and strengthen customer relationships The changing role of search, AI and conversational commerce in product discovery Ashley's leadership philosophy and why senior leaders must stay close to younger teams and new ideas More Learn more about…

Greg Deacon is VP of Media Ads, Key Accounts and Business Development at Snappy Shopper, a leading UK-based Q-Commerce player. In this episode, he joins Daniel to explore the evolution of quick commerce, the growing importance of independent retailers and the opportunities retail media creates for FMCG brands. They discuss how digital shopping is reshaping store formats, product strategies and consumer behaviour—and why brands that continue treating quick commerce as a secondary channel risk being left behind. Whether retail media should really be considered a "tax" How Snappy Shopper supports independent retailers through quick-commerce technology Why online demand is shifting convenience stores towards larger packs and take-home missions The challenges created by silos across brand, e-commerce and shopper-marketing teams How creativity, relevance and consistency influence conversion on the "last screen" Why quick commerce could represent 40% of retail sales within five to six years More Snappy Shopper's…

Andreas Reiffen, CEO of Pentaleap and Troy Townsend, CEO of Zitcha join The FMCG Guys to discuss why two companies often perceived as competitors have decided to partner, how retail media is evolving beyond siloed onsite advertising, and why the future of the industry lies in connecting media, merchandising, and margin management. The conversation explores retail media fragmentation, AI's impact on shopping, and what retailers need to do to build more profitable and scalable media businesses. Tune in to hear about: Why Pentaleap and Zitcha concluded that their solutions are complementary rather than competitive. How retail media has evolved from simple onsite advertising into a broader omnichannel ecosystem spanning stores, ecommerce, and offsite media. The challenge of fragmentation in retail media and why retailers need more unified technology stacks. Why connecting merchandising and media teams is becoming essential to maximize retailer profitability. How smaller retailers can unlock incremental retail…

Watch on YouTube: https://youtu.be/NvGIGU_zEk8 Alina Nickolson is the CEO of Europe Licensed & Commercial Markets at Suntory Beverage & Food. In this episode, recorded live at their offices in Amsterdam, she shares her unconventional journey from scientist and forklift driver to FMCG executive, discusses how great leaders balance performance and transformation, and explains why careers are more like a subway than a ladder. The conversation also explores coaching, diversity, AI, and the leadership lessons she's learned managing teams and businesses across Europe. Tune in to hear about: From biochemistry and logistics to leading some of the biggest FMCG businesses in Europe. Why leadership requires both decisiveness and vulnerability—and knowing when to use each. The mindset behind building high-performing teams through coaching, empowerment, and trust. How FMCG companies can navigate transformation, changing consumer expectations, and the rise of AI. Lessons on career growth, work-life balance, and why…

Rob Manhoudt is Procter & Gamble's VP Digital Commerce Europe. With the highly anticipated Shoptalk Europe just around the corner (Barcelona, June 9-11), we are bringing one of their top speakers to the show to go over his unique point of view on Digital Commerce, Brands and, to an extent, the future of FMCG. Tune in to hear about: Why after a career in Sales and General Management, he decided to move into eCommerce The transition from eCommerce to a more holistic and impactful "Digital Commerce" How the funnel has collapsed, silos have come down and eCom Leadership needs to think of the company as a whole The merge between Consumers and Shoppers Retail Media and the next steps to become a top pillar of the Media Mix NPD and Consumer Adoption in an increasingly Digitally-Driven world More about Shoptalk Europe Homepage: https://europe.shoptalk.com/home Agenda: https://europe.shoptalk.com/agendas/2026-agenda Speakers: https://europe.shoptalk.com/speaker-list Follow us on Instagram:…

Watch on YouTube: https://youtu.be/_bHAy84bB3A In this special episode, The FMCG Guys partner with LEAD Network Europe for a candid conversation with FrieslandCampina's Frouke Hakstege on one of the most important challenges facing Consumer Goods today: advancing more women into executive leadership positions. Frouke is the Dutch Dairy Leaders Global Commerce Director and Co-Chair at LEAD's Sales Chapter. Recorded at FrieslandCampina's offices in Amersfoort, the episode explores the realities of leadership, career progression, family life, international moves, and what companies can do to create more inclusive paths to senior leadership. Tune in to hear about: Why female representation at executive level remains a challenge across FMCG and Retail The difference between mentorship and sponsorship — and why both matter Leading a global career while balancing family life and raising 4 children How companies can create cultures where women can thrive long-term The role of visibility, advocacy, and leadership…

Patricia Amaro from Mars returns to The FMCG Guys, after previously joining the podcast to discuss eB2B transformation (listen here), this time to explore why Responsible AI is becoming one of the most important topics in business. From enterprise AI adoption and regulation to hallucinations, data privacy, and governance, the conversation looks at how companies can embrace AI's potential while building the right guardrails for the future. How AI can help companies accelerate innovation, efficiency, and growth Why Responsible AI is about enabling innovation — not slowing it down Practical ways companies can create guardrails while still moving fast The importance of AI literacy, training, and responsible adoption across teams How businesses can balance data privacy, governance, and experimentation Why the future belongs to companies that combine bold innovation with long-term trust Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/…

Watch on YouTube: https://youtu.be/-Im35OklDTI Francisco "Paco" Camacho is the Chief Executive Officer at Grupo Lala, Mexico's leader in Dairy. We visited him at their Mexico City Office to speak about how, after a long career in global companies, he's back in his native Mexico to lead a company that's an institution. Topics covered: - Grupo Lala's footprint - The Mexican Consumer Goods and Grocery Markets - Making a Consumer Brand relevant to the current consumer - Change management and cultural transformation - Adjusting to food trends Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or…

Yves Briantais is the Chief Marketing Officer at Beer Leader Carlsberg. Someone with a unique point of view of marketing and the state of the alcohol category, he joins Christina and Daniel to share how after a long stint at Colgate-Palmolive, he's re-discovered himself to be successful at the Danish icon. Tune in to hear about: Moving to Carlsberg after nearly two decades at Colgate What Marketing should be like The alcohol category, what's the gap when connecting with consumers Liverpool FC and sports sponsorships Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any…

Watch on YouTube: https://youtu.be/cD1ge-XvcxY Lee Kum Kee is the company that first commercialized the world-renowned Oyster Sauce back in 1888. Today, it's a world leading condiments and sauces business. Our guest, Maria Chong, leads the business in Europe and we sat down with her at their London Office to discover how they've grown and what their plans are in the coming years. You'll be delighted! Tune in to hear about: The background of this historical company How they've developed in Europe since she stepped in as MD in 2012 Demographic and cultural shifts in the Old Continent The importance of cultivating relationships with chefs to develop new flavours Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys…

Watch on YouTube: https://youtu.be/P4MZ7Wofuoo Boris Rütten (Global Head of eCommerce at Henkel, who visited us 2023) and Salim Bachatene (SVP eCommerce Sales at NIQ) join us to tackle one of the most critical, and often overlooked, topics in modern commerce: Data. For years, eCommerce teams have focused on growth levers without fully addressing the complexity of bringing data together. But as AI and advanced analytics take center stage, the reality is clear: without strong data foundations, there is no meaningful insight and no scalable impact. In this podcast we explore how brands can connect online and offline data, establish the right governance, and turn fragmented inputs into actionable, cross-functional decisions. Topics covered: Why data has traditionally been ignored in eCommerce—and why that's changing fast The three essential layers of commerce data: online, offline, and the connection between both Why AI and insights are only as strong as the data behind them The consequences of poor data…

Watch on YouTube: https://youtu.be/8oc8kc_rdoA Bart Ongenaet is the Commercial, Supply and Wholesale Director for Mexico at sports retailer Decathlon. When Daniel joined him to record live in Mexico City , he had to enter and go through their store before accessing the office. This is very telling about the organisation, always close to the consumer and to Bart's own experience in the company, which started managing a small section of a shop in Belgium and has taken him to Japan and now Mexico in senior leadership roles. Tune in to hear about: Bart's background as a psychologist and playing sports and then transitioning into business Decathlon's "management school" based on empowerment from day 1 The evolution from big stores to a now also having a digital multi-brand marketplace How to deliver quality at an affordable price Brand architecture in their multiple sports His experience in Japan and lessons learnt along the way, both in business and leadership Follow us on Instagram:…

Watch on YouTube Live from Shoptalk Luxe: https://youtu.be/vNIJJmgD3Fg Amit Keswani is the Chief Omnichannel and AI Officer at the Chalhoub Group, a leading luxury retail group in the Middle East, where he leads customer, technology, loyalty, and AI transformation across a portfolio of hundreds of brands. In this episode recorded live in Abu Dhabi, we discuss the reality of omnichannel in luxury retail, how AI is being implemented in practice, and why the future of commerce will be driven by discoverability on LLMs and conversational shopping experiences. Topics covered: The Chalhoub Group business model across luxury retail, owned brands, and franchise distribution What omnichannel really means in practice and how to build seamless customer journeys How AI is being applied today: predictive analytics, agentic AI, and conversational commerce Why discoverability on LLMs and conversational shopping will reshape ecommerce Career advice, risk-taking, and the balance between data-driven decisions and gut feel

Watch on YouTube: https://youtu.be/fM2vQFxOF9M Recorded live from CES, Daniel sits down with Monique Perlmutter from Marriott's Riott Media Network to discuss the rise of travel media as a new frontier within commerce media. Monique shares her career journey through digital media, Amazon Ads, and retail media before moving into travel media, where Marriott is building one of the first hotel media networks. The conversation explores how traveler psychology influences spending behavior, how brands can reach consumers throughout the travel journey, and why travel media presents a major opportunity for CPG and brand advertisers. Topics Covered: Monique's career journey from digital media to Amazon Ads, Roundel, and Marriott Media Why travel media is a new and fast-growing segment of commerce media The travel journey and how consumer mindset changes from booking to the trip itself Marriott Media channels: on-site digital, in-room media, Wi-Fi portals, and off-site advertising Case study example of a Gatorade…

Quo Vadis, Retail Media? With this question in mind (Where are you going, Retail Media?), we invited two of the best respected voices of this industry: Kiri Masters, Retail Media Analyst, and Adam Smith, Head of Retail Media at British Supermarket Iceland. In this conversation, we explore the structural differences between the US and UK markets, why retail media has moved from hype to a lasting industry priority, and how new forces like agentic shopping and AI-powered discovery could reshape the entire model. We also comment Iceland's ambitious in-store retail media rollout, the importance of measurement and internal alignment, and the growing tension between performance, creativity, ethics, and retailer brand identity. Tune in to hear about: Why retail media in the US and Europe has evolved differently, from market structure and GDPR to e-commerce penetration and offsite capabilities Agentic shopping and how AI-driven discovery could disrupt onsite retail media and reduce valuable shopper signals Why retail…