BusinessManagementMarketing

The FMCG Guys

Dwyer Partners

The leading Consumer Goods and Retail Podcast in Europe and Beyond. We speak with senior leaders and industry luminaries to go deep into some of the most significant burning topics in the industry, leadership experiences, careers and the stories in between.

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English

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Wednesday · 50 min
365. Mark Smith, Managing Director CPG Global at Crisp, and Peter Hall, CEO of Kettle Cuisine: A Levelled Playing Field of Big vs Small Companies, Connected Data, Culture & Change Management to Remain Compeitive, AI-Driven CEO
AI is here to stay, and it's rapidly levelling the playing field between big and small companies.. This week, Daniel speaks with Mark Smith, Managing Director, CPG Global at Crisp, and Peter Hall, CEO of Kettle Cuisine, about what happens when AI stops being a tool in one department and starts running through the whole organization. Mark spent 20+ years at Nestlé, L'Oréal, Unilever and PepsiCo before joining Crisp, a vertical AI platform for brands and retailers. Peter has spent 25 years in the industry, including at Kraft Heinz and Procter & Gamble, and recently became CEO of Kettle Cuisine, a US manufacturer of fresh prepared foods including soups, broths, demi-glaces and sous-vide meats. Since arriving, he has declared the company "AI forward" and taken personal ownership of its AI agenda, with Crisp as a partner. The two have known each other for years, and they join Daniel to discuss why connecting data across the business matters more than scale, and why culture decides who wins. Tune in to hear about: Why AI doesn't change what you do, but radically changes how fast you do it How AI removes a barrier to entry that big companies have held over smaller companies, and why Mark thinks scale no longer wins because "it's cultural" Where growth is coming from as share of stomach shifts from the center of the store to chilled, fresh and frozen Why Peter took personal ownership of AI at Kettle Cuisine, and how an AI council of people from every function and level is bringing the business along Why change management is the biggest barrier, and why Mark compares AI to a Ferrari you still have to learn to drive How work that used to take five years was done in months, and why they think partners that move fast will win Their advice to their younger selves: "shut up and deliver", and be curious Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
Saturday · 51 min
364. Juliane Hefel, SVP Industrial Coatings and Specialty Products at PPG: Small Town Girl to Global ExCom, Value Beyond the Paint Can, Radical Transparency
This week, Daniel and Efrain step slightly outside Consumer Goods and Retail to speak with Juliane Hefel, Senior Vice President Industrial Coatings and Specialty Products and Executive Oversight EMEA at Paints leader PPG. Born in a small town in western Austria, she began her career as a translator before moving into Procurement. She spent 16 years at Henkel, with roles in Düsseldorf, Shanghai and Detroit, then joined PPG in 2022. Currently, she double hats: leading both Industrial Coatings and Specialty Coatings and Materials Businesses with, since 1 September, Executive Oversight of PPG's EMEA business. Daniel spotted her story on LinkedIn and knew it deserved a place on the show. Tune in to hear about: Why she moved from procurement into general management, and how having sat on the buyer's side of the table helps her today Why she calls Shanghai the most impactful move of her career PPG's sustainability goals, and innovation "beyond the can": digital tools, automation and faster product development How PPG used AI to cut the development time of a fast-curing refinish clear coat by around 20% Leading through COVID, and why you can't overcommunicate Her leadership style, built on trust and "radical transparency" Her view of Detroit, which is better than its reputation Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
November 4 · 49 min
363. Imteaz Ahamed, eCommerce and AI Pioneer: Cutting Media in Half, Strategy vs Execution, What Big CPG Is Missing
Imteaz Ahamed is an eCommerce and AI pioneer who works with private equity on FMCG acquisitions and transformation, following 16 years at Reckitt. He runs his consultancy with a team of AI agents that he says do the work of five or six people, and is writing a book on data clean rooms for CMOs. In this live recording from Groceryshop in Las Vegas, Imteaz joins us to discuss how AI agents are changing the way he works, why big CPG companies risk having their lunch eaten by fast-moving challengers, and what data clean rooms can do for marketers. Tune in to hear about: Why he left corporate after seeing Gen AI move so fast, and what he calls a "10-year step change" in months How a "second brain" of memory and context lets his agents run the follow-ups, while he keeps the thinking What it takes to scale a company: rewriting processes for every 3x in revenue How Zuru sourced an innovative diaper from China and took about 40% market share within two years Why big CPG should look east to China, and what brand heritage means to shoppers who have never seen your brand Life & Business Agents How data clean rooms helped a baby brand cut media in half and still achieve its sales How a family property-management business became his test bed for AI, with email response times cut from five days to a day and a half Watch on YouTube: https://youtu.be/Gm573C4dppA Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 31 · 1 hr 5 min
362. Edu Campanella, Business Group President, Home Care at Unilever: Growth in Europe, Billion Dollar Insights, the Balance Between Magic and Discipline
Edu Campanella is Business Group President of Home Care at Unilever, leading an €11 billion business across more than 60 markets. His teams are behind Wonder Wash, the short-cycle laundry innovation that reached more than 35 markets in less than 18 months. In this episode, Edu joins us to discuss how a mature category like home care can find new growth, what makes an innovation "market making" rather than incremental, and why consumers now see cleaning as a source of joy rather than a chore. Tune in to hear about: Why consumers see home care as joyful, and how spending more time at home changed the category What makes an innovation "market making", and how Wonder Wash grew from a shift to short cycles Why a brilliant prototype was sent back to R&D: great performance isn't enough if consumers must change their habits How Unilever turned Europe around by setting bigger ambitions, and why consumers will pay when they see the value Why consumers are partly brand owners, and why the first 100 days of a launch are critical Why he looks at input metrics, not just output metrics, and the balance between magic and discipline How AI is changing formulation and factories, and why early-career talent still needs to do the hard work to learn the business Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 28 · 45 min
361. Ingo Reinhardt, CEO of Buynomics, Matt Pringle and Brian Knighton of Dr.Oetker: RGM, the impact of AI, Sales Execution, Avoiding Analysis Paralysis
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 Watch on YouTube: https://youtu.be/ZX5GRZmOS4g Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 24 · 52 min
360. Matteo Gori, Category President - Bakery and Grocery at Barilla: Lessons from Cucina Barilla, Volatile Food Categories, Failing Early
Matteo Gori is President of Bakery and Grocery at Barilla, leading brands such as Wasa and Mulino Bianco. In this episode, Matteo joins us to discuss why he believes in real conversations over sugarcoated ones, what a failed launch taught him about owning your business, and how food companies can make faster decisions in a market that has become far more volatile. Tune in to hear about: Why he is "allergic" to inconvenient truths being hidden, and how he builds a culture of direct conversations What he learned from Cucina Barilla, the joint venture with Whirlpool, and why failing early made him a better manager Test and learn in practice: why temporary shops worked and sampling in corporate offices didn't Why food categories now swing double digits up or down, and what that means for decision-making How Wasa is growing from crispbread into snacking, with "ambidexterity" How the marketing manager's job has changed as consumers move between health, indulgence and affordability Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 21 · 45 min
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
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" Watch on YouTube: https://youtu.be/BPFW1lM_pfk Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 17 · 49 min
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
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 Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 14 · 30 min
357. Gawain Davies, Chief Commercial Officer at Euroleague Basketball (Live from Cannes): Sports Sponsorship, ROO vs ROI, Retail Activation
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 What he wants brands to bring to a first meeting Watch on YouTube: https://youtu.be/kSrj3mSbhis Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 10 · 47 min
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
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 Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 7 · 55 min
355. Sinem Kaynak, Head of Personal Care Breakthrough Innovation Group at Unilever: Real Needs vs. Fads, Nichification and Scale, Learning from Indie Brands
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 Watch on YouTube: https://youtu.be/0OKoF6DL_vE Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
October 3 · 44 min
354. Fez Ahmad, Head of Industry - CPG & Retail at Reddit: Humanity vs AI, Community, Brand Engagement
Fez Ahmad is Head of Industry for CPG & Retail at Reddit, working with some of the world's largest FMCG brands to help them tap into one of the internet's most influential communities. Reddit has become a place where millions of people go to ask questions, compare products and get unfiltered opinions from real people. In this episode, Fez joins us to discuss why Reddit matters for FMCG, how brands can learn from the conversations already happening around them, and what it takes to show up without killing the authenticity that makes the platform unique. Tune in to hear about: Why Reddit calls itself "the most human place on the internet" How AI is making human validation more valuable Reddit as one of the world's biggest free focus groups Why brands need to listen before they speak Building reach, engagement and commerce on Reddit How brands can show up without disrupting communities What's next for Reddit across search, shopping and AI Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing 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.
September 30 · 46 min
353. David Milner, Chairman at Crosta Mollica: Corporate to PE, Growing and Exiting, Choosing Winners, Premium Pizza, Leadership
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 Watch on YouTube: https://youtu.be/jtuyNbGJXGs Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
September 26 · 45 min
352. Kaan Aykac, Director DTC and E-Commerce at Electrolux: Conversion, Premium Experiences, LLMs, App vs Web
Kaan Aykac is the Director DTC and E-Commerce Europe at appliances leader Electrolux, In this episode we explore what great DTC looks like in a high-consideration category, where the website is not just a sales channel, but the digital flagship of the brand. We look at how consumer expectations are increasingly shaped by the best digital experiences across industries, why consistency matters as much as perfection, and how Electrolux is evolving the online customer journey. Tune in to hear about: Why DTC is more than just driving conversion What Electrolux has learned about how consumers shop for appliances online Bringing lessons from Louis Vuitton into a very different category Why consumers benchmark you against Apple and Amazon, not only your direct competitors AI FAQs, natural-language search and the rise of LLM discoverability The role of UGC, personalization and connected appliances Kaan's approach to leadership and why he believes in "optimizing for the steepness of the learning curve" Watch on YouTube: https://youtu.be/dNMKuBFdBf8 Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
September 23 · 50 min
351. Marcin Bruś, Group Director of Advertising at Allegro: eCom in Poland and Central Europe, CMO Spend, Experimenting, Risk
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 Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
September 19 · 52 min
350. Max Sinclair, CEO & Founder at Azoma: A big Announcement, Agentic, Rufus & Sparky, LLMs, Data, 5 Cs
Max Sinclair is the CEO and Founder at Agentic Commerce Optimisation leader Azoma. AI has gone from a relative niche to be absolutely central in FMCG. A byproduct of this transformative wave has been the emergence of Agentic Commerce. This is the impact of LLMs and AI Agents on the relationship between brands and consumers, from discovery to purchase. Max has placed his business and himself at the forefront by being unapologetically Agentic-first, hosting their own events and actively sharing knowledge on a podcast and LinkedIn. He joins us at a particularly pivotal moment for Azoma, as the business has just received a strategic investment from Dunnhumby Ventures. Tune in to hear about: The state of Agentic Commerce: what can agents do today? Why Azoma is at the forefront of Agentic in FMCG The investment from Dunnhumby Ventures and how it will transform their capabilities What brands are doing in Agentic — and what they could be doing more of The 5 Cs framework to measure Agentic rigorously Closing the loop with Dunnhumby's Data Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
September 16 · 1 hr 1 min
349. Simon Swan, Director of E-commerce Development at Karo Healthcare: eCommerce, Breaking Silos, Retail Media, Agentic, Digital Shelf
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. Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
September 12 · 55 min
348. Laurence Whyatt, Head of EU Beverages Research at Barclays Investment Bank: Drinking Habits, GenZ, Affordability, India & China
Laurence Wyatt is Head of EU Beverages Research at Barclays Investment Bank, where he analyses the forces shaping the global alcoholic beverages industry. In this episode, we challenge some of the biggest assumptions around drinking today, from whether Gen Z is really turning away from alcohol to the role of affordability, demographics and changing health perceptions. Tune in to hear about: Are people really drinking less? The myth (or not) of the sober Gen Z Affordability and the economics of alcohol consumption China's decline and India's growth opportunity Demographics and the future of global demand Premiumisation, non-alcoholic drinks and new growth avenues Watch on YouTube: https://youtu.be/Drh2ZMPRNoU Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or 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.
September 9 · 46 min
347. Roman Putsch, Chief of Marketing & Digital at UEFA: Champions League Football, Hero Brand Assets, Visibility + Emotional Connection, Data
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 Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer Voice Acting by Jason Martorell Parsekian Disclaimer The views and opinions expressed in this podcast are those of the individual guests and do not necessarily reflect the views of The FMCG Guys (Dwyer Partners SL) or its partners. The FMCG Guys make no representations or warranties about the accuracy, completeness, or suitability of any 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.
September 5 · 48 min
346. Tony Lorman, President – EMEIA Pacific at Edgewell Personal Care: Challenger Mentality, Heritage, New Brands, Memory Structures, Leadership
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.

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