The FMCG Guys

Our guest is Peter Dekkers, Unilever’s General Manager Nutrition Europe/MET/ANZ & Head of Netherlands. Coming with an impressive career of 30+ years across continents and functions, Efrain and Daniel speak with Peter about some of the most exciting and pressing topics in the industry, spanning across careers, leadership and, of course, business! Tune in to hear about: Peter’s career path at Unilever, from an unusual start in R&D to Regional GM Combining Headquarter and local roles and the logic behind the moves The state of Brand / Retailer relationships for FMCGs in Europe and the formula to go back to a virtuous growth cycle How Peter has evolved his leadership style while growing up the ladder and moving internationally The impact of work from home in today’s organizations and what the future may look like 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

Christina Jenkins is Colgate-Palmolive’s Senior Omni Channel Shopper Marketing Team Lead for the UK & Ireland. She joins Efrain live from P2PI and SMG’s Retail Media Summit UK in London. With her, we explore how the emergence of Retail Media has impacted FMCG’s approach to Key Account Management, Shopper Marketing and Consumer Insights. Watch on YouTube: https://youtu.be/a0CWXdJTNuY  Topics Covered: Christina’s career path and recent transition from Shopper Marketing to Omni Channel How Retail Media has impacted Colgate’s relationship with their key UK Customers Leveraging Retail Media to better understand the consumer How they are re-organizing internally to be Digital-first 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

The overwhelming majority of FMCG purchases are still done where they have always happened: in the store. In a time where a lot of the industry narrative seems to be tilted towards online Media, what are Retailers and Brands doing to show up in-store? This is why we have partnered with the top company in in-store media, STRATACACHE to shed some light into this opportunity. In this episode, we speak with their CEO Chris Riegel about the Seven Deadly Sins Retailers Commit when approaching in-store Retail Media. Join STRATACACHE’s Event at NRF: https://nrfbigshow.nrf.com/special-programs/retail-media-networks  STRATACHACHE’s Website: https://www.stratacache.com/en/  In this episode, you’ll hear about: Why In-store is such an exciting and important space right nowThe evolution of STRATACACHE and Consumer Goods since they started off in 1999Their upcoming NRF EventThe Seven Sins of In-store: “In-store is more”, “Programmatic Ad Tech is not your friend”, “Can’t improve what you can’t measure”, “Buy vs Build”, “Data = Rate”, “Scale or Fail”, “Other People’s Money” 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

Join us for an insightful conversation with Gerbrand Hoogvliet, current Commercial Lead and former Head of eCommerce at FrieslandCampina Netherlands. Gerbrand shares his experiences leading the digital commerce function for beloved brands like Chocomel and Fristi. Drawing from his general management background and recent transition to leading Commercial for FrieslandCampina's Foodservice division, Gerbrand offers a unique perspective on navigating the evolving world of digital commerce.  In this episode, we dive into: Gerbrand's approach to making eCommerce accessible for non-digital nativesWhy search is the new shelf His 3 must-do's for FMCG brands to dominate the digital shelfHow avoiding jargon and internal 'e-legend ambassadors' can drive digital success across marketing teams 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 this episode, we get a perspective of what’s going on in Retail Media at the other side of the Atlantic with Jenny Holleran from Kroger, one of the US’ leading Grocery propositions. In this conversation, which was recorded in person at this year’s Retail Media Summit UK in London, we go over the fast evolution of Retail over the last 10 years, how FMCGs (or CPGs in the US) are getting great data from retailers and, ultimately, what makes Kroger different as a Retailer and Retail Media Network. Watch on YouTube: https://youtu.be/9oicmqpMLXg  Topics Covered: Kroger’s positioning in the US market and their unique approach to Retail MediaHow they are helping their CPG partners bridge the gap with consumersIn-store: a big area of opportunityKey differences between the US and the UK 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 this episode, Daniel and special guest host Veronica Demschik welcome Michael Rammelsberger and Tobias Steinegger, Chief Supply Chain Officer & Head of Corporate Responsibility at Outdoor leader Mammut. With them, we explore how the Outdoor category is at the forefront, in many aspects, of the transition into a more sustainable, responsible and long-term thinking way of doing business. For these efforts, they recently won the German Sustainability Award. Tune in to learn about: What makes Mammut a unique company How CSR has become a key topic in a Chief Supply Chain Officer’s agenda WeCare: Mammut’s CSR brand Climate strategy Operational implications of an ambitious CSR agenda How their products are embedding sustainability 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 this episode, recorded live at P2PI and SMG’s Retail Media Summit UK 2024 in London, Daniel is joined by Ana Afán, Group Head of Digital Activation at Coca-Cola Europacific Partners. With an extensive eCommerce background at renowned companies such as The Hut Group, PepsiCo, and Lavazza, Ana is widely recognized as one of Europe’s leading authorities on Digital FMCG. Watch on YouTube: https://youtu.be/uuhcTenmNAE Topics covered: Her take on the evolution of eCommerce in the last years Why both Brands and Retailers have jumped into the Retail Media craze Other relevant touchpoints in the customer journey What’s important when measuring the Digital Shelf How companies are evolving to adjust to changes 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

Dean Harris heads up Co-op's Retail Media Network. This UK Convenience Retailer boasts a staggering 2,500 stores. We sat with him for the second year in a row at P2PI and SMG's Retail Media Summit UK to speak about the progress they've made in the last year and what's in store for the next one. Both for them and the industry in General. Watch on YouTube: https://youtu.be/R_xGVhj6f-8 Last year's episode: https://www.fmcgguys.com/dean-harris-coop/  Tune in to hear about: Positioning and proposition of Co-op's Convenience Media NetworkHow off-site is becoming a big aspect for Supermarkets with big loyalty basesTheir unique, convenience focused, simplified approach to offsite mediaMeasuring performance further than the basket: the Halo Effect of convenienceDean & Daniel's collaboration on the "Media on the Move" series on LinkedIn 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 this episode, we speak with one of the UK’s top grocers, Sainsbury’s and Nectar360,  the Loyalty, Insights and Retail Media business owned by Sainsbury’s. After some rollercoaster years, we are changing phase and really going into a truly omnichannel world where it’s more exciting, but also harder than ever, to find the consumers where they are and send them the right message. We are joined by Rachel Clark, Grocery Director at Sainsbury’s and Amir Rasekh, Managing Director at Nectar360 to speak about: How Sainsbury’s has developed relationships with suppliers escaping a purely transactional approachNectar360’s structure to provide best-in-class services while working closely with Sainsbury’sHow FMCG brands can keen their Brand relevant in an omnichannel world and how they can build Retail Media campaignsGreat omnichannel campaigns they’ve both championedDigitalising in-storeA look into the future of retail media 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

Find out more about the Women in Retail Media Collective: Website: https://wrmcollective.com/LinkedIn: https://www.linkedin.com/company/women-in-retail-media-collective/ The industry is changing, with the emergence of digital making a huge impact across the board. So what better way to go deep into this than with the digital advertising and marketing industry association in Europe, The IAB? In this episode, we welcome their Industry development and Insights Director, Marie-Clare Puffett, to cover the following: The IAB’s role as an industry association that brings Brands, Retailers and Agencies together How Marketing has changed in the last 10 years becoming more accountableDefining Retail Media and creating a Glossary for itBringing people together to create some standard industry metricsKey growth statsDifferent development speeds in Europe 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

The Very Group is the UK’s Online Pure Play Department Store. Tom Goulden, their Director of Trading, Insights and Analytics joins Daniel live from Retail Media Summit UK 2024 in London to speak about how they’ve recently revamped their Retail Media offering with SMG, how their unique categories trade online and much more.  Watch on YouTube: https://youtu.be/0_kphm0x-XA   Topics Covered: Tom’s career in Retail The Very Group’s unique value proposition as a pure-play Department Store How different is a Retail Media Network in their categories versus Grocery Data Science and Analytics: how they are embedding them into a digital first company 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 the ever evolving world of Digital FMCG, one of the most exciting areas is quick delivery. In this episode, we are joined by Suzy McClintock, VP New Verticals at fast commerce leader Deliveroo. That means, essentially, managing all the parts of the business except for their classic restaurant deliveries. In this episode, recorded in person in their London office, we explore the opportunities for Grocery and High Street in general in on-demand. Topics covered: Suzy's unusual career from movie production to GroceryDeliveroo's role in the grocery and FMCG landcscapeOpportunities for Consumer Goods companies in this channelThe overall strategy of Deliveroo in high streetLoyalty: how they are engaging consumers 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

Our guest is Aseem Puri, CEO at Unilever International, the white space division of the FMCG giant. He joins the show to speak about how there’s plenty of room for growth for Consumer Goods companies if the right entrepreneurial approach is taken. He also speaks very frankly about his self-development and leadership journey, which includes recently writing 10X Productive, a book about getting the most of life in the age of distraction and social media. Find Aseem’s book here: https://aseempuri.com/product/demo-book/  Topics Covered: Aseem’s career highlights Finding growth in FMCG Succeeding in a big corporation while staying true to his own personality How he’s evolved his leadership style during his career About 10X Productive and some key advice 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

Kristina von Troschke is the Chief Marketing Officer at Germany-Based Toy company Schleich. You may know the brand through it’s realistic animal models, which you can find worldwide and many have fond memories of. In a time where technology has had an impact on everyone’s lives, we often overlook at the impact screens have on kids’ development. In this episode, we’ll explore how going back to toys can foster kids’ imagination and, most importantly, key social skills like compassion and empathy. Tune into this episode to hear about: Kristina’s career from running international brand management at Procter & Gamble to leading Marketing at German Middle-sized businessesHer approach to Marketing, putting brands’ heart & soul in the center and not relying only on Tech & DataSchleich’s mission around Crafting Compassion and its impact on early age developmentKristina’s own experience being a working mother of 3 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

Our guest for this episode 200 is Rick Swinkels, CEO at TCC. The head of the Loyalty company joins Daniel and Peter Bond from The CPG Guys live from Groceryshop in Las Vegas to speak about his unique career, his industry insights and how their loyalty programs deliver exponential value beyond price, creating communities around Retailers.  Watch on YouTube: https://youtu.be/xJOotPI7Jkc TCC Website TCC LinkedIn Topics Covered: Rick’s career in Retail prior to TCC TCC’s proposition: creating high participation, high engagement loyalty campaigns and platforms that influence, recognise and reward shopper behaviour in-store and online The big topics in Consumer & Retail and what can Retailers do about them How to create Value independent from price Creating Omnichannel campaigns Learnings from Groceryshop and comparing US and European Retail 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

Isabel Soriano is the President International at Wolverine Worldwide, a Footwear leader with a portfolio of famous brands like Saucony, Merrell and Sweaty Betty. With more than 20 years in the category, Isabel comes to the show to speak about the lessons learnt during her career path, which has seen her move internationally, change functions, companies and, ultimately, become a C-Level executive who has been successful managing organizations in both good and bad times. Tune in to learn about: Isabel’s multi-functional career and international moves both in Europe and LATAM.The purpose of the main brands in Wolverine Worldwide’s portfolioApproaching the Footwear Marketplace across sales channelsManaging organizations and change management in a volatile world with a clear vision and communicationCreating an organization with the consumer in mind 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

Our guest is Christin Schillo, Social Media Director for Siemens Home Appliances at the BSH Group. With a background in Procter & Gamble, she joins Efrain and Daniel to explain her transition from FMCG to Large Appliances, how Marketing has changed and how to get the most out of Social Media Marketing, blending in new trends like AI. Topics covered: BSH’s footprint Her career background and how she decided to take a sabbatical The differences between heading up Marketing in FMCG and Large Appliances How Branding has changed Why Social Media is key to their Marketing Strategy Balancing Local and Global Marketing More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/Audio Mixing by Rodrigo ChávezVoice Acting by Jason Martorell Parsekian

The FMCG Guys celebrate SMG's rebranding revisiting this episode from May 2023 with their CEO Sam Knights and Ollie Shayer from Boots. Retail Media has really made an impact across the industry in Europe in the last year. To bring the voice of the Retailer to the show, this week we bring you Ollie Shayer, Omni-Media Director at Boots and Samuel Knights, CEO at SMG. Tune in to learn about: Best Practices when setting up a Retail Media NetworkHow FMCG companies can better leverage this channelConnecting Retail Media Data with an overall Data StrategyThe benefit for the consumer

Georgina Hernandez, eCommerce Manager International and Benedikt Vogler, Director Global eCommerce CHC join Daniel at STADA's Barcelona office to speak about the state and opportunities for Consumer Healthcare online. Transitioning from FMCG to Consumer Healthcare and learnings on the waySTADA's unique DNA and Culture based on Heritage, Purpose and GrowthDeploying global initiatives locally and working effectively across functionsWhat Retail Media looks like in the Pharmacy ChannelAI and Data ManagementPredictions for the next 2 years 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

The FMCG Guys are joined in this episode by Levi Strauss & Co.'s SVP Northern Europe Lucia Marcuzzo. In this episode, which was actually recorded in person at Shoptalk Europe we cover aspects of Retail, Career Building and Leadership, such as: - Lucia's career in Retail - Cross-functional moves  - The evolution of Retail - Leadership with purpose - Moving internationally - Managing different types of people - What a brand stands for, with the example of Levi's - Building trust