229. Frederic Fernandez: Inside FMCG: Analyzing the Top Companies and Trends
Release Date: 03/15/2025
253. Gael Peigné, VP Strategic Marketing at Shalion: From SEO to GEO. The New Visibility Paradigm for Brands
The FMCG Guys
Watch this episode on YouTube: , VP Strategic Marketing at , is back on the show to explore how AI—especially Large Language Models (LLMs)—is transforming the way consumers discover and buy products. We dive into the evolution of Food Service Aggregators (FSAs), the rise of autonomous agents in eCommerce, and how brands need to rethink digital visibility in a world where search is becoming conversational. From Generative Engine Optimization to the future of retail media, Gaël unpacks what brands must do to stay relevant as technology reshapes the path to purchase. Tune in to learn about:...
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The CPG Guys: Cannes Lions 2025 Recap with Amazon’s Jeff Cohen
The FMCG Guys
The CPG Guys are joined in this episode by Jeff Cohen, Tech Evangelist at Amazon Ads as we discuss the key themes discussed at the 2025 Cannes Lions International Festival of Creativity. Follow Jeff on LinkedIn at:
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252. Mette Lykke, CEO at Too Good To Go: Reducing Waste, Making An Impact
The FMCG Guys
is the Chief Executive Officer at Food Tech Leader Too Good To Go, an app that connects 118 million consumers with local cafés, bakeries, supermarkets and restaurants to buy their surplus food. She joins the show to speak about her journey, the current waste situation, how they are partnering with FMCGs and Groceries and how they look to make impact on 3 levels. Tune in to hear about: A career journey that encompasses consulting, selling a business and becoming a CEO Why food waste (40% of food produced) is an issue Integrating purpose and profit How they are looking to partner with...
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251. Claudia Calori, VP Global Marketing Personal Health at Philips: Marketing Fundamentals in the Age of AI
The FMCG Guys
In this episode, we’re joined by , VP of Global Marketing for Personal Health at Philips, to talk about what it takes to be a modern marketer. From her early days at P&G to leadership roles at Heineken, Nike, and now Philips, Claudia shares how marketing has evolved—and what fundamentals still hold true. We dig into in-house vs. agency capabilities, the rise of retail media, and why trust is the foundation of strong teams. Tune in to hear about: Claudia’s path from journalism to marketing leadership What she learned at P&G, Heineken, Nike, and Philips Why brand-building still...
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250. Michelle Williams, Data Product Owner at The Very Group: Retail Meets GenAI at Scale - Live at AWS
The FMCG Guys
This episode was recorded live at ’ Shoreditch Office in London as a part of a 5-Part series. You can also watch the episode here: Daniel is joined by , Data Product Owner at The Very Group, to explore how the UK’s leading digital department store is embedding GenAI into its business. Michelle shares the company’s pragmatic approach—focusing on efficiency, scalability, and real business value rather than hype. From launching an AI Guild and upskilling teams to using AWS-powered models to automate 40,000+ product descriptions, she breaks down how GenAI is helping The Very Group...
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249. Rudolf Schneider (Head of Amazon Ads Europe), Alexis Marcombe (CEO at Unlimitall) and Katrina Smart (VP at Mars United): The Future of Retail Media, Live from Shoptalk Europe
The FMCG Guys
Watch on YouTube: In this episode, recorded live at Shoptalk Europe, we discussed the Future of Retail Media in a “Quick Fire” format with Katrina Smart (VP at Mars United Commerce), Alexis Marcombe (CEO at Unlimitail) and Rudolf Schneider (Head of Amazon Ads EU). In the session, we debated the following topics: In the future, will we stop talking about “Retail” Media and see it as part of the broader Media mix? How will measurement be solved and standardised? And will then incrementality be proven? How should brands best structure to engage with RMN’s to have...
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248. Nicole Pilkington, Global Head of eCommerce Acceleration at Barilla: Becoming an FMCG Leader in eCommerce
The FMCG Guys
is the Global Head of E-Commerce Acceleration at Barilla, the world's pasta leader. She joins the show to share how she’s built a career at the forefront of digital commerce, how Barilla is scaling global e-commerce capabilities, and how leadership, collaboration, and curiosity are driving change in the FMCG landscape. Topics covered: Career journey from Johnson & Johnson to Barilla, and evolving through local, regional, and global roles How Barilla built a global eCommerce Acceleration team and supports 35+ markets Building trust and influence with local teams to drive transformation...
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247. Richard Peake, MD at Merchant Gourmet: Growing with Disruption and Quality
The FMCG Guys
is the Managing Director at , a British Foods company founded 30 years ago with a strong focus on making an impact through their healthy, nutritious and quality-oriented product. He joins the show to reflect on how Food brands can still find growth if they have the right vision and execution, how he’s developed his career and his thoughts on how to have a functional company culture. Topics covered: Career background from big FMCG to category disruptors His approach to business and bringing some process to fast growth How they’ve positioned Merchant Gourmet as a genuine brand with a focus...
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246. Search: Entering the AI / LLM Era with Charley Hackerson (CRO at Botify) and Richard Lim (CEO at Retail Economics) - Live at AWS and co-hosted by Marco Kormann
The FMCG Guys
In this special episode, recorded live from AWS’s Shoreditch office, we launch a brand-new 5-part series with Amazon Web Services. You can also watch the episode here: Together with (AWS), we explore how Generative AI is reshaping the way consumers search, discover, and shop — and what that means for brands and retailers. To do that, we are accompanied by two star guests: , CEO at Retail Economics, and , CRO at Botify. Tune in to learn about: How GenAI is disrupting the consumer journey and rewriting the rules of search Why traditional SEO tactics aren’t enough in...
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245. Mehmet Karamollaoglu, Managing Director for Turkey & Eurasia at Mondelez: Speed & Agility for General Managers
The FMCG Guys
is the Managing Director for Turkey & Eurasia at Mondelez International, overseeing 11 dynamic markets. After leaving Turkey to pursue a Master’s degree in the U.S., Mehmet embarked on a global FMCG journey—leading commercial teams and business units across multiple geographies. What truly sets him apart, though, is his deep curiosity and drive to stay ahead—whether it’s understanding the evolving consumer or driving digital transformation in the food industry. He joins the podcast to speak about: His career development across countries and functions The importance of having the...
info_outlineFrederic Fernandez is one of the most respected voices in FMCG. Through his consultancy, Frederic Fernandez & Associates, he partners with Fortune 100 FMCG companies, helping them navigate today’s complex and rapidly evolving landscape. Beyond his consulting work, he has built a strong following through his insightful LinkedIn analyses, where he dissects industry trends and company strategies with precision. Most recently, he launched a podcast featuring in-depth conversations with FMCG CEOs.
In this conversation, you'll hear about the top trends affecting the industry, such as CEO churn, Marketing, eCommerce, Post-COVID hangover, as well as a deep dive into Personal and Home Care companies like Procter & Gamble, Reckitt or Unilever.
- Follow Frederic Fernandez on LinkedIn: https://www.linkedin.com/in/fredericfernandez/
- His LinkedIn Newsletter: https://www.linkedin.com/newsletters/7045696201089785857/
- The Growth CEO Podcast (YouTube Link, also available on major podcast platforms): https://www.youtube.com/@TheGrowthFMCGCEOPodcast/videos
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Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/
Audio Mixing by Rodrigo Chávez
Voice Acting by Jason Martorell Parsekian