299. James Hay (Barrows Connected Store) and Georgia Riley (John Lewis Partnership): Next-Gen Store Touchpoints (Live from John Lewis Bluewater Store)
Release Date: 01/28/2026
322. Yves Briantais, CMO at Carlsberg: Marketing Fundamentals, Connecting with Consumers, Health Scares, Cultural Adaptation, Generational Changes
The FMCG Guys
is the Chief Marketing Officer at Beer Leader Carlsberg. Someone with a unique point of view of marketing and the state of the alcohol category, he joins Christina and Daniel to share how after a long stint at Colgate-Palmolive, he’s re-discovered himself to be successful at the Danish icon. Tune in to hear about: Moving to Carlsberg after nearly two decades at Colgate What Marketing should be like The alcohol category, what’s the gap when connecting with consumers Liverpool FC and sports sponsorships
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321. Maria Chong, Managing Director - Europe at Lee Kum Kee Live from London: The Original Oyster Sauce, Changing Flavours in Europe, Speaking with Chefs, A Growing Category
The FMCG Guys
Watch on YouTube: Lee Kum Kee is the company that first commercialized the world-renowned Oyster Sauce back in 1888. Today, it's a world leading condiments and sauces business. Our guest, , leads the business in Europe and we sat down with her at their London Office to discover how they've grown and what their plans are in the coming years. You'll be delighted! Tune in to hear about: The background of this historical company How they've developed in Europe since she stepped in as MD in 2012 Demographic and cultural shifts in the Old Continent The importance of cultivating relationships...
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320. Boris Rütten, Global Head of eCommerce at Henkel and Salim Bachatene, SVP eCommerce Sales at NielsenIQ: AI-Ready Data, Taking the Pain Early, eCommerce Becoming a Generalist Role, Lack of Digital Shelf Standards
The FMCG Guys
Watch on YouTube: (Global Head of eCommerce at Henkel, who visited us 2023) and (SVP eCommerce Sales at NIQ) join us to tackle one of the most critical, and often overlooked, topics in modern commerce: Data. For years, eCommerce teams have focused on growth levers without fully addressing the complexity of bringing data together. But as AI and advanced analytics take center stage, the reality is clear: without strong data foundations, there is no meaningful insight and no scalable impact. In this podcast we explore how brands can connect online and offline data, establish the right...
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319. Bart Ongenaet, Commercial, Supply and Wholesale Director Mexico at Decathlon: Sports Consumer, from Store to Leader, Managing Japan, Retail and Marketplaces, Quality for Everyone
The FMCG Guys
Watch on YouTube: is the Commercial, Supply and Wholesale Director for Mexico at sports retailer Decathlon. When Daniel joined him to record live in Mexico City , he had to enter and go through their store before accessing the office. This is very telling about the organisation, always close to the consumer and to Bart’s own experience in the company, which started managing a small section of a shop in Belgium and has taken him to Japan and now Mexico in senior leadership roles. Tune in to hear about: Bart’s background as a psychologist and playing sports and then...
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318. Amit Keswani, Chief Omnichannel and AI Officer at Chalhoub Group live from Shoptalk Luxe: On/Off Line Intergration in Luxury, AI applications, Licences, Risk-Taking in a Career
The FMCG Guys
Watch on YouTube Live from Shoptalk Luxe: is the Chief Omnichannel and AI Officer at the Chalhoub Group, a leading luxury retail group in the Middle East, where he leads customer, technology, loyalty, and AI transformation across a portfolio of hundreds of brands. In this episode recorded live in Abu Dhabi, we discuss the reality of omnichannel in luxury retail, how AI is being implemented in practice, and why the future of commerce will be driven by discoverability on LLMs and conversational shopping experiences. Topics covered: The Chalhoub Group business model across luxury...
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317. Monique Perlmutter, VP Sales Riott Media at Marriott: Live from CES, Travel Media, Quirks of Traveling, CPG Case Studies
The FMCG Guys
Watch on YouTube: Recorded live from CES, Daniel sits down with from Marriott’s Riott Media Network to discuss the rise of travel media as a new frontier within commerce media. Monique shares her career journey through digital media, Amazon Ads, and retail media before moving into travel media, where Marriott is building one of the first hotel media networks. The conversation explores how traveler psychology influences spending behavior, how brands can reach consumers throughout the travel journey, and why travel media presents a major opportunity for CPG and brand advertisers....
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316. Adam Smith, Head of Retail Media at Iceland and Kiri Masters: Quo Vadis, Retail Media?, UK vs US, In-Store Screens and Measurement, RM dEthics
The FMCG Guys
Quo Vadis, Retail Media? With this question in mind (Where are you going, Retail Media?), we invited two of the best respected voices of this industry: , Retail Media Analyst, and , Head of Retail Media at British Supermarket Iceland. In this conversation, we explore the structural differences between the US and UK markets, why retail media has moved from hype to a lasting industry priority, and how new forces like agentic shopping and AI-powered discovery could reshape the entire model. We also comment Iceland’s ambitious in-store retail media rollout, the importance of measurement and...
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315. Beyza Kapu, Global Ecom Tech & Data Analytics Director at L’Oréal and Salim Bachatene, SVP Global Sales, eCommerce at NielsenIQ: Agentic Commerce, Future Path-To-Purchase, Solutions for Brands, Future of Retail
The FMCG Guys
Watch on YouTube: Consumers are increasingly using AI tools like ChatGPT and other Large Language Models (LLMs) to discover and evaluate products. This shift is beginning to transform the traditional path-to-purchase, with recommendations now being generated by algorithms rather than search results alone. This makes the digital shelf more important than ever. Product information no longer influences only search results on retailer websites; it increasingly feeds the datasets and content ecosystems that power AI recommendations. To do this, your hosts Christine and Daniel are...
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314. Sandie Dilger, CMO at Proper Snacks: Agency to Brand, Better Snacking , Fiber is the new Protein, Fostering Creativity
The FMCG Guys
Watch on YouTube: is the CMO at Proper Snacks, the fast-growing UK snacking company behind Proper and Eat Real. In this episode, she joins Daniel Torres live from London to discuss how Proper is redefining snacking through better-for-you ingredients, bold creativity, culturally relevant branding, and fast-paced innovation, while also sharing lessons from her unconventional journey into FMCG leadership. Tune in to hear about: Reinventing snacking as an act of positive well-being Making healthier snacks mainstream through taste, fiber, and better ingredients Using creativity, design,...
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313. Richard Jones, Global GTM Director at Carlsberg: eCom in FMCG, eB2B, Digitalizing Routes to Market, Leading in Crisis, Micro-Customer Centricity, Adapting to Behaviour Changes
The FMCG Guys
is the Global Go-to-Market Director at iconic beer leader Carlsberg. One of the pioneers of Digital in FMCG, he's now leading Sales Digitalization at the Danish group. He joins Daniel to speak about the evolution of FMCG and how he's exporting his Digital experience to accelerate the "physical" mainstraeam business. Tune in to hear about: The evolution of eCommerce in FMCG since he started in the function in 2011 Leading a team through the pandemic when he was based in the US Digital's role in an FMCG today and how it's more than digital commerce How he's applying his eCommerce experience in...
info_outline- John Lewis’ heritage and their vision to have the store as a destination
- Barrows Connected Store’s bet on digital touchpoints
- The story behind their partnership and hurdles they had to face
- How these touchpoint are integrated in customer journeys and brand campaigns embedded in Retail Media
- The future of digital touchpoints and potential forays in FMCG