The FMCG Guys

Welcome to the first ever debate on The FMCG Guys, with two Retail Media Titans (and competitors): Melanie Zimmermann from Criteo and Andreas Reiffen from Pentaleap. In the last five years, we’ve seen how many retailers have built Ad businesses, now commonly known as Retail Media Networks. This surge has had a tremendous impact on the industry, effectively changing marketing and the way brands and retailers interact. In this time, there’s been a clear pioneer in the ad-tech space, that has won many, many Retail accounts during this surge of Retail Media: Criteo. In parallel, we’ve seen other, smaller and more solution-specific, companies that claim to offer a better technology, like Pentaleap. Our two guests wanted to bring the recent LinkedIn debates – which suggest that the incumbent’s hegemony may be in danger – into a real conversation, away from the usual fluff in other podcasts and live events. Articles / LinkedIn discussions Referred to: 1. https://www.linkedin.com/posts/kathrynmlundstrom_criteo-holding-its-ground-as-rivals-try-to-activity-7358604927482413056-ZKV6/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADLu-EB9s3NV0Mj6RrkjX7kpBCEJ53ETs0  2. https://www.linkedin.com/posts/kiri-masters_when-your-own-partners-start-celebrating-activity-7361362156195319808-3GwT?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADLu-EB9s3NV0Mj6RrkjX7kpBCEJ53ETs0  3. https://www.linkedin.com/posts/andreasreiffen_retailmedia-commercemedia-activity-7361381097294766083-fm8W?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADLu-EB9s3NV0Mj6RrkjX7kpBCEJ53ETs0    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   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.

Chris Doe is the UK Marketing & Innovation Director at Pilgrim’s Europe. There, he leads the end-to-end strategy and P&L for a GBP350M portfolio of Foods brands including Richmond, Fridge Raiders and Mattessons. He joins the show to speak about how his career journey accross different FMCGs has turned him into an executive that’s passionate about Marketing, Growth and people - always with optimism as a common thread.   Tune in to hear about The difference between Power Brands and Heritage Brands, and how having both in a portfolio is valuable Being a branded business in an often-commoditised category like Meal Solutions Balancing data and intuition in Marketing His approach to brand innovation What he looks into when hiring Marketing Executives Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Follow us on Instagram: https://www.instagram.com/fmcgguys/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian  

This episode is part of our 5-part series with Amazon Web Services (AWS). You can find all the other episodes here: https://www.fmcgguys.com/?s=AWS Miroglio Group is a leading Italian Fashion Retailer, with banners like Elena Mirò and Trussardi, that’s putting AI into practice across its business. Co-hosted by Daniel Torres and Gaia Ginevra of AWS, the conversation with Matteo Loro (Digital Data & Tech Strategy Manager) and Marcello Offi (Head of Data & Platform Engineering) dives into how the group built a unified data platform, fostered collaboration between business and IT, and embedded AI into everyday workflows. From transforming product tagging and translation with AWS Bedrock to shaping a culture of experimentation and knowledge sharing, Miroglio is showing how a company can re-imagine itself as a data-driven innovator.  Tune in to hear about: How Miroglio’s cloud migration laid the groundwork for AI adoption Building a culture of AI with “improve, don’t rebuild” as a guiding principle Automating product tagging and translations: from hours to minutes, with 80% cost savings Breaking down silos between business and IT for faster, more agile innovation Future applications of AI in retail, from forecasting to AI agents and virtual shopping assistants More Follow us on Instagram! https://www.instagram.com/fmcgguys/ Visit our website: www.fmcgguys.com Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Email us: contact@dwyerpartners.com Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian      

In this episode of The FMCG Guys, we are joined by Salomon Tenenbaum, Global Head of CPG Partnerships & Ad Sales at Wolt, to explore how Q-Commerce has evolved from hype to a true growth driver for brands. Wolt, the Finnish-born delivery platform now part of DoorDash and active in 30+ markets, is expanding from food delivery into grocery, retail and FMCG partnerships. Salomon shares his unconventional career journey and explains why quick commerce is not just about speed, but about data, distribution, and activation working together. We dive into the untapped potential of the channel, the role of retail media, and how FMCG leaders can break silos to unlock value. Tune in to hear about: Salomon's unique career journey from investment banking and travel retail in Asia, to Delivery Why Q-Commerce offers untapped potential for both conversion and consumer engagement Distribution vs. activation: why getting fundamentals right matters before flashy campaigns How near-instant shopper and basket data creates new opportunities for FMCGs The importance of aligning global and local teams, agencies, and distributors More 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 Erika Ferszt, CMO at Furla, the historic Italian leather goods house founded in 1927, to explore not only how brand building has transformed, but also how she’s reinvented herself along the way. From starting out in New York ad agencies to a decade shaping Ray-Ban at Luxottica, ten years running her own consultancy, and now leading Furla into its next chapter, Erika’s career mirrors the evolution of marketing itself — from big-budget campaigns to today’s fast, fragmented, always-on environment. Together, we reflect on the balance between creativity, data and AI, the enduring importance of psychology and human patterns, and why networking is as essential as strategy for modern leaders. Tune in to learn about: How Furla’s “Come Play With Us” campaign sets the tone for its new chapter Lessons Erika learned while helping Ray-Ban thrive in the early days of social media How marketing has shifted from agency monoliths to agile, real-time creativity Why psychology, pattern recognition and data are central to brand connection The role AI can play in sparking ideas — but never replacing human creativity Moving from Corporate to self-employed and to corporate again More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Our 2024 guest Sean Summers recently joined our US sister Podcast The CPG Guys to share where Mercado Libre is in their Retail Media and Omnichannel journey. Original Synopsis The CPG Guys are joined in this episode by Sean Summers, EVP Mercado Ads & CMO at Mercado Libre. Founded in 1999 and headquartered in Buenos Aires, Argentina, Mercado Libre is Latin America’s leading e-commerce technology company. Through its primary platforms, MercadoLibre.com and MercadoPago.com, it provides solutions to individuals and companies buying, selling, advertising, and paying for goods online. Follow Sean on LinkedIn at: https://www.linkedin.com/in/sean-summers-870363/ Follow Mercado Ads on LinkedIn at: https://www.linkedin.com/showcase/mercadoads/ Follow Mercado Ads online at: https://ads.mercadolivre.com.br/ Sean answers these questions: How is Mercado Libre evolving its marketing strategy to support the CPG category’s digital expansion across Latin America? What role does Mercado Libre marketing play in shaping omnichannel experiences—especially for CPG brands—across your marketplace, app, and media network? How do you support CPG brands in activating precision targeting and attribution on your platform? What shifts have you observed post-pandemic in online consumer behavior within the CPG space in LATAM and how is Mercado Libre positioned to win with these changes? How are you leveraging personalization and dynamic creative to enhance relevance in media for your CPG advertisers? What measurement frameworks do you use to assess CPG campaign effectiveness—especially at the lower funnel—and how transparent is that to brand partners? Can you share how emerging technologies like AI are being embedded into your media offerings to optimize targeting and creative? How does Mercado Libre collaborate with CPG manufacturers directly versus working through commerce acceleration agencies like Flywheel? How do you keep your team and partners aligned with fast-moving trends in omnichannel commerce and retail media—especially in the CPG domain?

In this episode of The FMCG Guys, Daniel is joined by Charlotte Bailey-Sane, Marketing, Digital & E-commerce Director at Nutrition and Health Leader ADM, to explore how she’s driving growth in the fast-evolving health & wellness space. Charlotte shares her journey from agency life into brand leadership, why she’s always been drawn to e-commerce and digital transformation, and how she’s built an integrated marketing and digital function at ADM. She also discusses making D2C work in niche categories, protecting brand equity across channels, and leading hybrid teams in a rapidly changing environment. Key takeaways include: Building ADM’s digital & e-com team from scratch Making D2C work in pet and equine supplements Balancing data with gut instinct in marketing Protecting brand equity across channels Leading and building culture in hybrid teams More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Our guests are Gardar Stefánsson, Founder & CEO, and Lauren Larsen, Global Marketing Director at GoodGood, the Icelandic brand disrupting the spreads aisle with no-added-sugar jams, nut butters, and chocolate spreads. What started as a pivot from surplus stevia stock has become a fast-growing business with products now in Europe and major U.S. retailers like Whole Foods, Walmart, and Kroger. With a mission to make everyday pantry staples healthier—without compromising on taste—GoodGood runs a lean, global team and blends data-driven decisions with gut instinct to build a loyal consumer base. Tune in to hear about: How a jam experiment in an Icelandic kitchen sparked a global food brand Why GoodGood’s spreads have 88% fewer calories—without cutting flavor The bold move to the U.S. and how it unlocked rapid growth Using smart packaging and cultural insights to win U.S. shoppers Running a $10M+ business with just 15 people and clear OKRs Balancing community-building, authenticity, and data in brand marketing More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Our friends, The CPG Guys' Sri Rajagopalan & Peter VS Bond muse current industry topics.

In this episode, Daniel sits down with Laura Mehren, Head of Performance Marketing and User Experience at S. Oliver Group, to explore how data-driven marketing powers growth in the competitive world of fashion retail. With a background spanning B2B and B2C, Laura shares her perspective on the evolving performance landscape, the synergy between brand and performance marketing, and how UX and creative optimization shape conversion success. Tune in to hear about: Laura’s career path from B2B marketing to fashion e-commerce How S. Oliver balances brand building with performance efficiency The evolving role of creative in a post-targeting world The impact of AI, retail media, and rising CPCs on performance strategy Why user experience and webshop design are vital to conversion Building internal alignment between marketing, e-commerce, and tech Her take on mobile-first design and the role of brand-owned apps  

This episode was originally aired in August 2023. 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

When Ross Farquhar took over the role at Little Moons, a viral TikTok moment unexpectedly catapulted the brand into the spotlight, driving a 2000% sales spike in just one week. In this episode, Ross shares how he and the team turned that overnight success into long-term brand growth — transforming a mochi novelty into an increasingly global snacking player. Drawing from a career spanning Cadbury, Diageo, agency life, and hospitality, he explains how to scale a distinctive brand through smart innovation, clear positioning, and deep consumer empathy. Tune in to hear about: How a single TikTok video led to 2000% sales growth Turning virality into lasting brand equity and retail expansion Why frozen snacking is an untapped category with huge potential Balancing brand, performance, and social strategy How innovation, trends, and shopper empathy drive growth Lessons from a career across blue-chip FMCG, agencies, and start-ups Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Founded in 1987 in New Zealand, Kathmandu is a certified B Corp (since 2019) specialising in responsibly made technical apparel and gear for travel and adventure. In this episode, we sit down with their CEO, Megan Welch, to explore her unique leadership journey and the brand’s bold push toward global expansion. From nearly two decades at Crocs to relocating to Christchurch, New Zealand, Megan shares what drew her to Kathmandu and how she’s leading the company through its transformation from a New Zealand and Australia staple to a challenger brand in global markets. Key Takeaways: Megan’s global leadership career path Kathmandu’s purpose-driven mission focused on wellbeing through the outdoors, with deep roots in sustainability. A new partnership with the New Zealand Olympic Committee is set to boost global visibility and brand recognition. The dual challenge of maintaining ANZ market leadership while positioning Kathmandu as a global challenger brand.   Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

This episode was originally aired in May 2024. Since then, Stephanie as has taken on a new role as VP Transformation at Reckitt.   Our guest is Steph Lilley, General Manager for Reckitt’s Hygiene Business Unit in their home market, the UK, and Ireland. She joins Christine and Daniel to speak about her career from a graduate program to becoming a General Manager, with some international moves in between, but always focusing on development and with a prominence of P&L roles. Tune into this conversation to hear about: Steph’s first leadership experience The learning curve when taking an international assignment in Russia The leadership style she’s developed in time Balancing being genuine with “getting results” Her experience being a woman in commercial roles Approaching diversity, equity and inclusion Leveraging Reckitt’s popular brands for societal change

Mark Jagger (former P&G, Reckitt, Sanofi) returns to The FMCG Guys for a deep dive into one of the most pressing topics in the industry today: Pricing and Revenue Growth Management. Now running his own consultancy, JAGSS, Mark shares a candid view of why pricing has become the default growth lever—and why it’s no longer sustainable. With Cristina Nicolaou co-hosting, the discussion explores how FMCG companies can unlock healthier, more resilient growth by going back to basics, sharpening execution, and embracing shopper-centric strategies. Tune in to hear about: Why pricing has become “lazy growth”—and its long-term risks for brands The real difference between pricing and revenue management How RGM can go beyond pricing and promo to uncover hidden value Mark’s take on “a-commerce” and AI’s impact on shopper behaviour The basics that still matter: distribution, pack formats, and in-store execution How retailers can be allies—not just adversaries—in protecting shopper value More Revisit Mark's prior appearence: https://www.fmcgguys.com/mark-jagger-sanofi-alain-attias-baybridgedigital/  Agentic Episodes: https://www.fmcgguys.com/?s=agent  Revenue Managment Episodes: https://www.fmcgguys.com/?s=revenue+management  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian