The FMCG Guys

The leading Consumer Goods and Retail Podcast in Europe and Beyond. We speak with senior leaders and industry luminaries to go deep into some of the most significant burning topics in the industry, leadership experiences, careers and the stories in between.

336. Sandra Wagner (AuraVeo), Roisin Devine (Kellanova) and Amy Andrews (Mars United Commerce) Live from Cannes: The Package is the Channel, How FMCG Brands are Turning Every Product into a Direct Consumer Touchpoint In this podcast recorded Live during Cannes on 23 June 2026, Efrain and Daniel where joined live in by , CEO at , a company that transforms products into intelligent brand assets; , Senior Digital Manager Pringles at Kellanova; and , President at Mars United Commerce. Watch on Youtube: Product Packaging is an often overlooked aspect of FMCG Marketing. And now, a part from being that first impression consumers get, it is now evolving from a physical container into a powerful media, data and engagement channel. In the conversation, we discuss how brands can use connected packaging, QR codes and AI to stand out on crowded shelves, continue the consumer conversation after purchase and create more personalized experiences. From Pringles’ always-on digital platform to AI-powered product companions, the conversation reveals why the future of packaging lies in connecting the physical and digital worlds. Tune in to hear about: Why packaging remains one of the most influential touchpoints in the purchasing journey How brands can turn products into interactive, intelligent brand assets The role of QR codes in delivering games, content, promotions and personalized experiences How connected packaging can generate valuable first-party consumer data The importance of having that one-to-one dialog with your consumer Why packaging must appeal to humans while also being readable and recommendable by AI The importance of cross-functional collaboration between brand, design, digital, legal and supply-chain teams More 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. /episode/index/show/dwyerpartners/id/42171200

335. Rudolf Schneider (Amazon Ads) and Marlies Gebetsberger (Philips) LIve in Cannes: Branding, Culture, Targetting Audiences, Retail Media 07/18/2026

335. Rudolf Schneider (Amazon Ads) and Marlies Gebetsberger (Philips) LIve in Cannes: Branding, Culture, Targetting Audiences, Retail Media View on YouTube: is the Head of Ads Europe at Amazon and is the SVP Western Europe Personal Care at Philips (recently promoted to SVP and Chief of Staff to CEO). These two repeat guests (appeared on the podcast in 2025 and 2024 respectively) joined Efrain and Daniel live in Cannes. The conversation covers cultural relevance, interactive media and the importance of meeting audiences within the communities and platforms where they already spend their time. From Philips OneBlade’s Fortnite activation to the companies’ long-term approach to connected commerce, the panel examines how consumer insight, creative experimentation, data and close collaboration can build brands while also driving measurable business results. Tune in to hear about: Why brands must contribute to culture rather than simply borrow from it How Philips integrated OneBlade into Fortnite, Twitch and gaming communities Moving measurement from passive reach towards active consumer intent The “radical collaboration” behind Philips and Amazon’s joint business planning Using shopping insights to personalize messaging across the customer journey Why consistent messaging does not mean using the same creative everywhere The role senior leadership must play in connected commerce and retail media How AI is shifting competition from a battle for visibility to a battle for recommendation Building brands that are both loved by humans and understood by machines More See Rudi's Prior Apprearence: Listen to Marlies' other episode: 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. /episode/index/show/dwyerpartners/id/42127340

334. Catalina Salazar, Global Head of Advertising at Wolt and Paul Dahill, MD Sales EMEA at Koddi: Frictionless Commerce Media, Buying at Scale, Sponsored Products, Germany as a Test Market Watch on YouTube: is the Global Senior Director of Retail Media at Wolt, a leading Rapid Delivery company in Europe and part of DoorDash and is the MD of Sales EMEA at Koddi, one of the top Commerce Media Technology companies. We spoke with them at the show floor during Shoptalk Europe to discuss how they are working together to simplify retail media buying. From how the partnership enables brands and agencies to access Wolt’s sponsored product inventory through the media-buying platforms they already use, to reducing fragmentation and connecting brand campaigns more directly with measurable purchases. Tune in to hear about Why retail media must become easier and more consistent to buy at scale How Wolt and Koddi are connecting commerce inventory with major demand-side platforms Why collapsing consumer journeys are bringing awareness and conversion closer together The complexity of operating across multiple European markets, currencies and languages Why Germany was selected as the first market for the collaboration How simpler integrations, connected measurement and automation could shape the future of commerce media More See Paul's other appearence on the podcast: 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. /episode/index/show/dwyerpartners/id/42071515

333. Rani Al Hajji, Chief Growth and Transformation Officer, Personal Care at Unilever Live in Cannes: Creators, Authenticity, Attention, Cultural Moments, AI in Discovery and Creativity 07/11/2026

332. Octavie Gosselin, VP at Mirakl Ads Live from Cannes: Retail Media, AI, Marketplaces, Trade vs Media 07/08/2026

331. Justin Sandee, Director Commercial Development at bol.com Retail Media: Dutch Camping and Festivals, Retail in Media, Search, Marketplace Dynamics 07/04/2026

330. Ashley Kechter, Global President at Vuori in Partnership with Shoptalk: Brand Fans, Community around the Store, Athleisure Category, Product Discovery 07/01/2026

329. Greg Deacon, VP of Media Ads, Key Accounts and Business Development at Snappy Shopper: Independent Retail, Q-Commerce, Retail Media for FMCG, Convenience and Impulse 06/24/2026

328. Troy Townsend, CEO at Zitcha and Andreas Reiffen, CEO at Pentaleap: Foes to Friends, Future of Retail Media, Orchestration + Rankings, Unheard Solutions, Breaking Silos, Managing complexity , CEO of Pentaleap and , CEO of Zitcha join The FMCG Guys to discuss why two companies often perceived as competitors have decided to partner, how retail media is evolving beyond siloed onsite advertising, and why the future of the industry lies in connecting media, merchandising, and margin management. The conversation explores retail media fragmentation, AI's impact on shopping, and what retailers need to do to build more profitable and scalable media businesses. Tune in to hear about: Why Pentaleap and Zitcha concluded that their solutions are complementary rather than competitive. How retail media has evolved from simple onsite advertising into a broader omnichannel ecosystem spanning stores, ecommerce, and offsite media. The challenge of fragmentation in retail media and why retailers need more unified technology stacks. Why connecting merchandising and media teams is becoming essential to maximize retailer profitability. How smaller retailers can unlock incremental retail media revenue and compete more effectively with larger networks. The impact of AI, agentic shopping, and changing consumer discovery journeys on the future of retail media and retail itself. More Listen to Andreas' previous appearances on the show . Follow us on Instagram: Follow us on LinkedIn: 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. /episode/index/show/dwyerpartners/id/41669230

327. Alina Nickolson, CEO EECM (Direct and licensed markets) at Suntory Beverage & Food: From Lab to GM, Permanent Transformation, Mentoring v Coaching, Career as a Subway Map, High Performance 06/10/2026

326. Rob Manhoudt, VP Digital Commerce Europe at Procter & Gamble: Shoptalk Europe, from eCom to Digital Commerce, Moments of Trush, Shopper & Consumer Merging 06/03/2026

325. Frouke Hakstege, Global Commerce Director at FrieslandCampina in Partnership with the LEAD Network: Women in Sales, Dual Careers, Raising Children, Mentorship v Sponsorship, from Conversation to Action Watch on YouTube: In this special episode, The FMCG Guys partner with for a candid conversation with FrieslandCampina’s on one of the most important challenges facing Consumer Goods today: advancing more women into executive leadership positions. Frouke is the Dutch Dairy Leaders Global Commerce Director and Co-Chair at LEAD's Sales Chapter. Recorded at FrieslandCampina’s offices in Amersfoort, the episode explores the realities of leadership, career progression, family life, international moves, and what companies can do to create more inclusive paths to senior leadership. Tune in to hear about: Why female representation at executive level remains a challenge across FMCG and Retail The difference between mentorship and sponsorship — and why both matter Leading a global career while balancing family life and raising 4 children How companies can create cultures where women can thrive long-term The role of visibility, advocacy, and leadership support in career progression Practical ways the industry can move from conversations to measurable action Relevant Links Lead Network Website: Lead Network Sales Chapter Page: (If people register they can download the Sales Career Roadmap under “Chapter Content Library”) Sales Chapter LinkedIn Page: Follow us on Instagram: Follow us on LinkedIn: 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. /episode/index/show/dwyerpartners/id/41426970

324. Patricia Amaro, Global Digital Commerce Sr Director, eB2B at Mars: Responsible AI, Building Trust, iInovation vs. Governance, AI Risks and Guardrails, Data Privacy, Regulation 05/20/2026

323. Francisco Camacho, CEO at Grupo Lala Live from Mexico City: Dairy, Food Trends, Going back home, Consumer Relevance 05/13/2026

322. Yves Briantais, CMO at Carlsberg: Marketing Fundamentals, Connecting with Consumers, Health Scares, Cultural Adaptation, Generational Changes 05/06/2026

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 04/29/2026

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 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 governance, and turn fragmented inputs into actionable, cross-functional decisions. Topics covered: Why data has traditionally been ignored in eCommerce—and why that’s changing fast The three essential layers of commerce data: online, offline, and the connection between both Why AI and insights are only as strong as the data behind them The consequences of poor data management—and how to avoid them Governance: who should own data internally, and how to structure it effectively Navigating a world without digital shelf standards Practical recommendations to move from siloed data to actionable growth More: Boris' 2023 Episode: Follow us on Instagram: Follow us on LinkedIn: 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. /episode/index/show/dwyerpartners/id/40952760

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 04/15/2026

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 04/08/2026

317. Monique Perlmutter, VP Sales Riott Media at Marriott: Live from CES, Travel Media, Quirks of Traveling, CPG Case Studies 04/01/2026

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 03/28/2026

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 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 internal alignment, and the growing tension between performance, creativity, ethics, and retailer brand identity. Tune in to hear about: Why retail media in the US and Europe has evolved differently, from market structure and GDPR to e-commerce penetration and offsite capabilities Agentic shopping and how AI-driven discovery could disrupt onsite retail media and reduce valuable shopper signals Why retail media must sit close to the trading function and how internal stakeholder management is often the hardest part Iceland’s retail media opportunity: a loyal customer base, 9 million weekly transactions, and a major in-store digital screen and analytics rollout Measurement, creativity, private label vs branded investment, and the ethical questions retailers will increasingly face as retail media expands into new categories and formats More Kiri's Newsletter: Kiri's piece on US vs UK and ethical dilemmas in retail media Follow us on Instagram: Follow us on LinkedIn: 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. /episode/index/show/dwyerpartners/id/40644280