Advertise on podcast: The FMCG Guys

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.

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.