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361. Ingo Reinhardt, CEO of Buynomics, Matt Pringle and Brian Knighton of Dr.Oetker: RGM, the impact of AI, Sales Execution, Avoiding Analysis Paralysis
28 oct. 2026
00:45:37
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 conversation
Why more data brings the risk of analysis paralysis, and why teams need to be obsessed with execution
How AI agents can clean data and run analyses that used to take a consulting project
What strong RGM teams have in common, and why the biggest mistake is doing nothing
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
360. Matteo Gori, Category President - Bakery and Grocery at Barilla: Lessons from Cucina Barilla, Volatile Food Categories, Failing Early
24 oct. 2026
00:52:50
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
359. Andrew Lederman, VP of Global Digital Commerce at Mondelēz (live from Groceryshop Las Vegas): Marketing to AI agents, Why Digital Marketing is a Team Sport, Market Share as the North Star
21 oct. 2026
00:45:09
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 company takes a clear business case and focus, not "everybody's doing it"
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
358. Natalia Ball, Chief Growth Officer - Pet Nutrition at Mars: Orchestrating Growth, The Evolving Needs of Pet Parents, Performance Marketing vs Brand Building, and Letting Go of Being the Expert
17 oct. 2026
00:49:55
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 briefing teams at the same time allows ideas to come from anywhere
Letting go of being the expert to create the right conditions for success
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
357. Gawain Davies, Chief Commercial Officer at Euroleague Basketball (Live from Cannes): Sports Sponsorship, ROO vs ROI, Retail Activation
14 oct. 2026
00:30:41
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 off-the-shelf deals, with rights bought globally and activated locally
Why Euroleague cut its sponsors from over 30 to 16
How rights holders are building their own platforms and data, and what that means for brand budgets
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
356. Bas Vorsteveld, Area Managing Director - Northern Europe at Kenvue: What's Next in Consumer Healthcare, How to Stand out with Strict Regulations, Untapped Growth
10 oct. 2026
00:47:42
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 established portfolio stays fast on trends as small brands pop up on TikTok
Why equity for women in the industry isn't there yet, and what leaders can do as allies
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
355. Sinem Kaynak, Head of Personal Care Breakthrough Innovation Group at Unilever: Real Needs vs. Fads, Nichification and Scale, Learning from Indie Brands
07 oct. 2026
00:55:11
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 consumers into advocates
When M&A makes sense, and how to protect an acquired brand's magic
Why big companies could use a "me and my dog in the garage" mindset
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
354. Fez Ahmad, Head of Industry - CPG & Retail at Reddit: Humanity vs AI, Community, Brand Engagement
03 oct. 2026
00:44:19
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
353. David Milner, Chairman at Crosta Mollica: Corporate to PE, Growing and Exiting, Choosing Winners, Premium Pizza, Leadership
30 sept. 2026
00:46:22
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 and winning in-store
Leadership, great teams and taking calculated risks
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
352. Kaan Aykac, Director DTC and E-Commerce at Electrolux: Conversion, Premium Experiences, LLMs, App vs Web
26 sept. 2026
00:45:55
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"
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
351. Marcin Bruś, Group Director of Advertising at Allegro: eCom in Poland and Central Europe, CMO Spend, Experimenting, Risk
23 sept. 2026
00:50:41
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 will need to combine consumer understanding, technology and risk-taking
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
350. Max Sinclair, CEO & Founder at Azoma: A big Announcement, Agentic, Rufus & Sparky, LLMs, Data, 5 Cs
19 sept. 2026
00:52:30
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
349. Simon Swan, Director of E-commerce Development at Karo Healthcare: eCommerce, Breaking Silos, Retail Media, Agentic, Digital Shelf
16 sept. 2026
01:01:37
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 business.
How AI and LLMs are redefining discoverability beyond retailer product pages.
Why collaboration, trust and emotional intelligence are becoming critical capabilities in digital commerce.
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
348. Laurence Whyatt, Head of EU Beverages Research at Barclays Investment Bank: Drinking Habits, GenZ, Affordability, India & China
12 sept. 2026
00:55:10
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
347. Roman Putsch, Chief of Marketing & Digital at UEFA: Champions League Football, Hero Brand Assets, Visibility + Emotional Connection, Data
09 sept. 2026
00:46:16
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 beyond logos and eyeballs into measurable business impact
The role of first-party data, digital activation and retail media in modern sponsorship
How UEFA approaches the Champions League, Europa League, Conference League and national team football as distinct brands
What FMCG brands can learn from the way football builds engagement and fandom
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
346. Tony Lorman, President – EMEIA Pacific at Edgewell Personal Care: Challenger Mentality, Heritage, New Brands, Memory Structures, Leadership
05 sept. 2026
00:48:56
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 agility and collaboration
The role of retail media, e-commerce and emerging consumer trends in shaping the next chapter of growth in personal care
Tony's approach to leadership, culture and engagement. Why listening, relationships and "your network is your net worth" have shaped his career
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
345. The State of Supply Chain in 2026 with Özge Kaya (Head of Supply Chain LATAM at Henkel) and Federico Marchesi (VP Supply Chain at SIG Group): Hormuz, Cost Pressures, Leadership, AI
02 sept. 2026
00:49:36
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 crises as an Operations Leader
LATAM-specific disruptions in Özge's case
Keeping a team engaged and amidst instability
Making Supply Chain ever-more strategic to the business
Leading Gen Z
The growing role of AI in Supply Chain
Outlook for 2027
Check out Federico's other appearences on the podcast HERE
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
344. Camille Lavenant, Global Sales and Category Director at Danone: Global Sales, eCommerce, Transformation, Going International, AI
29 août 2026
00:43:33
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 close to the consumer
More
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
343. Marco Kormann, WW Partner Leader, Retail at AWS and Mike Charalambous, Co-CEO at Threedium: 3D, Product Development, Consumer Experience, Scale, AI
26 août 2026
00:48:20
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
342. Juan Lavista, VP Marketing Commerce at Mercado Libre: eCommerce in LATAM, Retail Media, Challenger Mentality, P&G Background
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:
How Juan moved from P&G's structured brand-building culture to Mercado Libre's faster, more entrepreneurial environment.
Why Mercado Libre combines a challenger mentality with strong local relevance to stay ahead across Latin America.
How breaking down silos between marketing, sales and trade can unlock stronger e-commerce growth.
How Mercado Ads uses first-party data to connect brand building with measurable sales outcomes.
Juan's views on creators, AI, creativity and the importance of taking risks with conviction.
341. Vidyut Kaul, President - Head of Growth Region at Philips live from Cannes: Gen Z, Global South, Leadership
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 human insight—not replace it
340. Olin Novák, CEO International at Rohlik Group: Profitable Online Grocery, Rapid Delivery with Quality, Reducing Food Waste, Retail Media & AI
05 août 2026
00:30:00
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 in making online grocery profitable
How AI is improving customer service, product recommendations and the shopping experience
Rohlik's approach to reducing food waste through real-time pricing and demand forecasting
Why freshness, quality and tight delivery windows are key to customer loyalty
How retail media can connect brand awareness directly to conversion
The future growth potential of online grocery across Europe
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
339. Maurits Priem, FMCG, Retail & Media Leader: Responsible Advertising (Emissions, Data, Content and Context), FMCG since 11, Influence vs Power
01 août 2026
01:03:01
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 what they advertise and where their ads appear
How advertising budgets can influence media platforms, social media and AI
Why responsible advertising can strengthen performance, trust and brand reputation
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
338. Ronnie Kwesi Coleman, CEO and Co-Founder at PunttAI: AI Packaging Reviews, Faster Go-to-Market, Serial Entrepreneurship, Agentic Search
29 juil. 2026
00:47:44
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 packaging reviews are slowing down time to market
How AI can reduce costly rounds of rework
Improving review accuracy from 70% to 95%
Reducing approval cycles from one week to two hours
Supporting legal and regulatory teams without replacing human judgment
Preparing packaging for AI search and the new digital shelf
More
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
337. Thiago Maia, GM LATAM and Mexico at Wella Company: Beauty, Cultural Transformation, Leadership Styles, Moving with Family, Self-Awareness
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 differences between Brazil and Mexico
Adapting your leadership style without compromising your values
Creating trust, autonomy and accountability within high-performing teams
Balancing professional ambition with family and personal wellbeing
Learning to celebrate achievements, trust the process and control the controllables
More
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
336. Sandra Wagner (AuraVeo), Roisin Devine (Kellanova) and Amy Andrews (Mars United Commerce) Live from Cannes: The Package is the Channel, How FMCG Brands are Turning Every Product into a Direct Consumer Touchpoint
22 juil. 2026
00:45:32
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.
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 remains one of the most influential touchpoints in the purchasing journey
How brands can turn products into interactive, intelligent brand assets
The role of QR codes in delivering games, content, promotions and personalized experiences
How connected packaging can generate valuable first-party consumer data
The importance of having that one-to-one dialog with your consumer
Why packaging must appeal to humans while also being readable and recommendable by AI
The importance of cross-functional collaboration between brand, design, digital, legal and supply-chain teams
More
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
335. Rudolf Schneider (Amazon Ads) and Marlies Gebetsberger (Philips) LIve in Cannes: Branding, Culture, Targetting Audiences, Retail Media
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 consumer intent
The "radical collaboration" behind Philips and Amazon's joint business planning
Using shopping insights to personalize messaging across the customer journey
Why consistent messaging does not mean using the same creative everywhere
The role senior leadership must play in connected commerce and retail media
How AI is shifting competition from a battle for visibility to a battle for recommendation
Building brands that are both loved by humans and understood by machines
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
334. Catalina Salazar, Global Head of Advertising at Wolt and Paul Dahill, MD Sales EMEA at Koddi: Frictionless Commerce Media, Buying at Scale, Sponsored Products, Germany as a Test Market
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
Why Germany was selected as the first market for the collaboration
How simpler integrations, connected measurement and automation could shape the future of commerce media
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
333. Rani Al Hajji, Chief Growth and Transformation Officer, Personal Care at Unilever Live in Cannes: Creators, Authenticity, Attention, Cultural Moments, AI in Discovery and Creativity
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 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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
332. Octavie Gosselin, VP at Mirakl Ads Live from Cannes: Retail Media, AI, Marketplaces, Trade vs Media
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 business agents could transform campaign optimization and execution
Octavie's career journey from McKinsey to Mirakl
331. Justin Sandee, Director Commercial Development at bol.com Retail Media: Dutch Camping and Festivals, Retail in Media, Search, Marketplace Dynamics
04 juil. 2026
00:46:16
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 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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
330. Ashley Kechter, Global President at Vuori in Partnership with Shoptalk: Brand Fans, Community around the Store, Athleisure Category, Product Discovery
01 juil. 2026
00:34:20
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
329. Greg Deacon, VP of Media Ads, Key Accounts and Business Development at Snappy Shopper: Independent Retail, Q-Commerce, Retail Media for FMCG, Convenience and Impulse
24 juin 2026
00:48:01
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
328. Troy Townsend, CEO at Zitcha and Andreas Reiffen, CEO at Pentaleap: Foes to Friends, Future of Retail Media, Orchestration + Rankings, Unheard Solutions, Breaking Silos, Managing complexity
17 juin 2026
00:54:45
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 media revenue and compete more effectively with larger networks.
The impact of AI, agentic shopping, and changing consumer discovery journeys on the future of retail media and retail itself.
More
Listen to Andreas' previous appearances on the show HERE.
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
327. Alina Nickolson, CEO EECM (Direct and licensed markets) at Suntory Beverage & Food: From Lab to GM, Permanent Transformation, Mentoring v Coaching, Career as a Subway Map, High Performance
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 careers are "more like a subway than a ladder."
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
326. Rob Manhoudt, VP Digital Commerce Europe at Procter & Gamble: Shoptalk Europe, from eCom to Digital Commerce, Moments of Trush, Shopper & Consumer Merging
03 juin 2026
00:50:02
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
325. Frouke Hakstege, Global Commerce Director at FrieslandCampina in Partnership with the LEAD Network: Women in Sales, Dual Careers, Raising Children, Mentorship v Sponsorship, from Conversation to Action
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 support in career progression
Practical ways the industry can move from conversations to measurable action
Lead Network Sales Chapter Page: Sales Chapter | LEAD Network (If people register they can download the Sales Career Roadmap under "Chapter Content Library")
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
324. Patricia Amaro, Global Digital Commerce Sr Director, eB2B at Mars: Responsible AI, Building Trust, iInovation vs. Governance, AI Risks and Guardrails, Data Privacy, Regulation
20 mai 2026
00:46:47
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
323. Francisco Camacho, CEO at Grupo Lala Live from Mexico City: Dairy, Food Trends, Going back home, Consumer Relevance
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
322. Yves Briantais, CMO at Carlsberg: Marketing Fundamentals, Connecting with Consumers, Health Scares, Cultural Adaptation, Generational Changes
06 mai 2026
00:55:32
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
321. Maria Chong, Managing Director - Europe at Lee Kum Kee Live from London: The Original Oyster Sauce, Changing Flavours in Europe, Speaking with Chefs, A Growing Category
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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
320. Boris Rütten, Global Head of eCommerce at Henkel and Salim Bachatene, SVP eCommerce Sales at NielsenIQ: AI-Ready Data, Taking the Pain Early, eCommerce Becoming a Generalist Role, Lack of Digital Shelf Standards
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 management—and how to avoid them
Governance: who should own data internally, and how to structure it effectively
Navigating a world without digital shelf standards
Practical recommendations to move from siloed data to actionable growth
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
319. Bart Ongenaet, Commercial, Supply and Wholesale Director Mexico at Decathlon: Sports Consumer, from Store to Leader, Managing Japan, Retail and Marketplaces, Quality for Everyone
15 avr. 2026
00:45:04
Watch on YouTube: https://youtu.be/8oc8kc_rdoABart 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
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
318. Amit Keswani, Chief Omnichannel and AI Officer at Chalhoub Group live from Shoptalk Luxe: On/Off Line Intergration in Luxury, AI applications, Licences, Risk-Taking in a Career
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
317. Monique Perlmutter, VP Sales Riott Media at Marriott: Live from CES, Travel Media, Quirks of Traveling, CPG Case Studies
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 campaign targeting youth sports travelers
The importance of measurement, incrementality, and proving media effectiveness
316. Adam Smith, Head of Retail Media at Iceland and Kiri Masters: Quo Vadis, Retail Media?, UK vs US, In-Store Screens and Measurement, RM dEthics
28 mars 2026
00:57:32
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 media must sit close to the trading function and how internal stakeholder management is often the hardest part
Iceland's retail media opportunity: a loyal customer base, 9 million weekly transactions, and a major in-store digital screen and analytics rollout
Measurement, creativity, private label vs branded investment, and the ethical questions retailers will increasingly face as retail media expands into new categories and formats
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
315. Beyza Kapu, Global Ecom Tech & Data Analytics Director at L'Oréal and Salim Bachatene, SVP Global Sales, eCommerce at NielsenIQ: Agentic Commerce, Future Path-To-Purchase, Solutions for Brands, Future of Retail
Consumers are increasingly using AI tools like ChatGPT and other Large Language Models (LLMs) to discover and evaluate products. This shift is beginning to transform the traditional path-to-purchase, with recommendations now being generated by algorithms rather than search results alone. This makes the digital shelf more important than ever. Product information no longer influences only search results on retailer websites; it increasingly feeds the datasets and content ecosystems that power AI recommendations.
To do this, your hosts Christine and Daniel are accompanied by Beyza Kapu, Global Ecom Tech & Data Analytics Director at L'Oréal and Salim Bachatene, SVP Global Sales, eCommerce at NielsenIQ.
We discuss: • Why AI discovery is becoming a new front door for commerce • How this shift is reshaping the path-to-purchase • Where AI gets its product information from—and why digital shelf execution matters • What brands should do today to ensure their products are visible, accurate, and recommendation-ready
314. Sandie Dilger, CMO at Proper Snacks: Agency to Brand, Better Snacking , Fiber is the new Protein, Fostering Creativity
Sandie Dilger is the CMO at Proper Snacks, the fast-growing UK snacking company behind Proper and Eat Real. In this episode, she joins Daniel Torres live from London to discuss how Proper is redefining snacking through better-for-you ingredients, bold creativity, culturally relevant branding, and fast-paced innovation, while also sharing lessons from her unconventional journey into FMCG leadership.
Tune in to hear about:
Reinventing snacking as an act of positive well-being
Making healthier snacks mainstream through taste, fiber, and better ingredients
Using creativity, design, and cultural relevance to build standout brands
Competing with bigger players through speed, innovation, and challenger thinking
Career lessons from moving across FMCG, agencies, and leadership roles
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
313. Richard Jones, Global GTM Director at Carlsberg: eCom in FMCG, eB2B, Digitalizing Routes to Market, Leading in Crisis, Micro-Customer Centricity, Adapting to Behaviour Changes
18 mars 2026
00:38:42
Richard Jones is the Global Go-to-Market Director at iconic beer leader Carlsberg. One of the pioneers of Digital in FMCG, he's now leading Sales Digitalization at the Danish group. He joins Daniel to speak about the evolution of FMCG and how he's exporting his Digital experience to accelerate the "physical" mainstraeam business.
Tune in to hear about:
The evolution of eCommerce in FMCG since he started in the function in 2011
Leading a team through the pandemic when he was based in the US
Digital's role in an FMCG today and how it's more than digital commerce
How he's applying his eCommerce experience in his current Route-to-Market role by, for example, empowering sales reps
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 information discussed, and accept no responsibility for any decisions or outcomes based on this content. Listeners are encouraged to seek their own professional advice before acting on any of the topics covered.
312. Matt Lee, Founder at SMG: Rolling Stones, Retail Media, Toblerone Til Divider, Targeted Coupons, Scaling a 500+ People Business
Matthew Lee is the Founder of Retail Media Leader SMG, the operator of some high-profile Media Networks like Boots, ASDA, Deliveroo or WHSmith. He's also a Guinness Record Rolling Stones collector and one of the most well regarded, as well as colourful, personalities in our industry. He welcomed us in his private collection, where we wondered at all the memorabilia and spoke about his career and Retail Media as a whole.
Tune in to hear about:
How he became obsessed with the Rolling Stones and the connection with Retail Media
Pioneering targeted coupons and brand-funded promotions using shopper data
Going entrepreneurial and the Toblerone idea that catapulted his business
Scaling the business and going all-in with Retail Media and Digital, to growing the business to 500+ employees and working with some of the top names in British Grocery and beyond