The FMCG Guys – Details, episodes & analysis

Our guest, Hannah Skardon, has a remarkable career in Fast Moving Consumer Goods: fast, international, and cross-functional. With that background, she’s taken the challenge of leading Retail Media at the company where she’s grown her career: Reckitt, the leading Health & Hygiene company. In this episode, she joins Efrain and Daniel to speak about her learnings in going from local to global and back again, moving countries and, now, facing the challenge of winning on the digital shelf.

Topics discussed:

• How someone with a Brand Marketing Background approaches eCommerce
• Demystifying Digital across functions
• Must do’s for brands on the Digital Shelf: getting the basics right
• Retail Media compared to classic Shopper Marketing and its fit in a company’s overall Marketing Mix
• AI and other Emerging tech that will impact our industry

More:

• Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
• Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/
• Audio Mixing by Rodrigo Chávez
• Voice Acting by Jason Martorell Parsekian

In a day & age where Brands are becoming more and more obsessed with understanding with their consumers, Conversational Commerce seems to be the final means to that end. But how can brands effectively engage the consumer in a two-way dialog? Well, Pietro Cammerini from Merx may have the solution: Whatsapp. With 97% open and 70% engagement rates and 150 Billion daily messages, this could be the untapped channel to unlock true consumer understanding. This, combined with cutting-edge AI tech, could be a game changer for your brand.

Tune in to learn about:

• Pietro’s background in Accenture working with FMCG companies
• Starting a Conversational Commerce company and getting backing from Antler, one of the world’s top Venture Capital firms
• What a customer journey looks like on Whatsapp
• Different use cases across the full marketing funnel
• Benefits and recommendations of use for FMCG Brands

More:

• Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
• Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/
• Audio Mixing by Rodrigo Chávez
• Voice Acting by Jason Martorell Parsekian

If there is one thing we have learnt this year in The FMCG Guys Podcast is that the often overlooked B2B channel is key to the present and, especially, the future of Consumer Goods Companies. Digital is playing a key role in building the relationship between distributors, small shops, consumers with the brands. Our guest, Patricia Amaro, is arguably one of the best in the biz: she’s worked in this confluence for many years, having built a platform at Unilever which is now one of the largest B2B marketplaces in Latin America, built global capabilities at Reckitt and, currently, looking after the digitalization at Mars Wrigley.

 Tune into this conversation to learn about:

• Patricia’s impressive career journey from digital start-ups to building eB2B capabilities globally
• The strategic importance of (e)B2B in modern FMCG companies
• Different eB2B platforms and models
• Being strategic and smart when deploying globally

More:

• Follow us on Instagram: https://www.instagram.com/fmcgguys/ 
• Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/
• Audio Mixing by Rodrigo Chávez
• Voice Acting by Jason Martorell Parsekian

Tom Langley is the Head of Retail Media at John Lewis Partnership, the owner of Waitrose (Supermarket) and John Lewis (Department Store). He joined Christina and Daniel to explain the Partneship's approach to Media in Premium categories, covering:

• How FMCG Brands can position themselves by investing in Waitrose Media
• Retail Media in Department Stores
• How under-invested premium categories like Electricals, Home or Fashion will evolve
• Building an ecosystem of partners and suppliers as a Best Practice

Kristof Neirynck is the CMO and General Manager Western Europe at Avon. He joins Christina and Daniel to share how he's transforming a brand with a huge legacy to make it succesful in the future. 

Tune in to learn about:

• Kristof's Career Path prior to joining Avon
• Transforming a company's cutlure
• Avon's B2B2C business model in the 21st century
• How Avon is getting ready to be succesful in the future

Book Recommendation: Jim Collins - From Good to Great

Albert Heijn, part of Ahold Delhaize is the clear dominant in the Dutch Grocery Market. We bring you their VP Retail Media, Rolf Oosterhoff to understand how they are executing Retail Media to drive an above average conversion rate for FMCG Brands. Tune in to learn about:

• The Dutch Grocery Retail Market
• Albert Heijn's value proposition to stay ahead of competition
• Top and bottom funnel value for brands
• Combining Retail Media with traditional channels

Paul Accornero is the Chief Commercial Officer at the De'Longhi Group, a Global Leader in Small Appliances. He joins us to speak about how he's led the organization through turbulent times in a growing category and:

• Today's commercial scenario in Appliances: Wholesale, DTC and eCommerce
• The evolution of his leadership style and working from home or the office
• Sustainability's stategic importance
• The ups and downs of the category in the last 4 years

Iradj Boroumand is the Head of eCommerce Europe at SC Johnson, a family company and one of the global leaders in home care. With a wealth of experience in digital, Iradj spoke to us about:

• The current eCommerce scenario for FMCG in Europe
• Media Mix Measurement & Path to Conversion
• Measuring every touchpoint with consumers
• Retail Media Management for Consumer Goods Companies

Follow the FMCG Guys on LinkedIn

Iradj's prior appearence on the show:

• Apple Podcasts
• Spotify

We are back with another episode of #theSocialCorner hosted by our marketing expert Rafael Schwarz.

Social #influence plays a massive role in consumers discovery of food and beverage products, while physical #grocery stores still dominate actual purchases.

Here are Rafael's conclusions from a recent study with more than 3,000 grocery shoppers.

more #socialmediamarketing insights and updates next Thursday, powered by The FMCG Guys and TERRITORY Influence (Bertelsmann Group)

Paul Martin, Global Head of Retail at KPMG joins us this week to go over the "Retail's Delicate Balance", the firm's latest industry report. Tune in to learn about:

• Paul's passion for a "tangible" industry like FMCG and Retail
• Key take away's from the Consumer Goods Forum in Kyoto and the talk of the town in the industry
• Company collaboration from farm to fork
• The 3Ps of Retail: Profit, People and Planet
• Finding balance through Purpose