The FMCG Guys 268. Roger Dunn, Global Media Lead, Retail & Performance at Diageo: A Voice from the Brand
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Sep 20, 2025 In this engaging discussion, Roger Dunn, Global Media Lead at Diageo and a LinkedIn Top Voice, shares his insights on retail media strategy. He delves into how the retail media boom has transformed brand-consumer dynamics and explains why Amazon continues to lead in this space. Roger discusses the benefits of retail media for brands, emphasizing data-driven decision-making and performance metrics. He also explores the implications for consumers, highlighting how retail media can enhance shopping experiences with personalized offers.
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How LinkedIn Presence Started
- Roger began posting on LinkedIn after winning an agency influencer competition that tracked posts and engagement.
- He kept posting two to three times a week and it became a sustainable habit that built his audience and Top Voice status.
A Career Across Agency, Tech and Brand
- Roger described his career path from agency media in London to e-commerce, tech, and consulting before joining Diageo.
- He built digital shelf analytics, launched Criteo retail media in Australia, and worked on retail media products before moving to the brand side.
Data Is Retail Media's Core Advantage
- Roger said the core strength of retail media is retailer data for audience identification, targeting and closed-loop measurement.
- He argued this data advantage matters more as cookies and cross-site tracking decline.