The FMCG Guys

Rutger Rozendaal is the CEO at Plant-based Leader The Vegetarian Butcher. He joins Efrain and Daniel to speak about where the category is in this crucial time, how his business is building a brand to escape commodification, how grocery is betting on the category and how it is to lead a business as a (relatively) young leader. Tune in to hear about: Rutger's career path from Consulting to Unilever and now leading a business The status of the plant-based category after years of ups and downs How Grocery Retailers perceive the plant-based category Why everyone will win if plant-based wins What he's doing as a CEO to influence the category growth and legal acceptance Leadership style and lessons More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.

Natalie James is the Head of eCommerce Europe at spirits leader Brown-Forman, owner of the famous Jack Daniels brand. A thought leader in the Digital FMCG space, which she ended up in in a rather surprising way, she joins the podcast to speak about her career, an exciting project in eB2B and her vision of the industry. Tune in to hear about: Her career: FMCG, going into self-employed Consulting and leading eCommerce Developing a premium eB2B DTC proposition for French "Cavists" How Digital can be a change agent for other functions in a company Who should own Retail Media Learning & Development: why is not being prioritised The organisation of the future and the impact of AI in the workplace More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.

Xenia Barth is the Chief Executive Officer at Merz Lifecare Holding, a leader in Health, Wellness and Beauty in the OTC space with a very strong presence in Germany, Austria and Switzerland and part of the larger Merz Group (Pharma). With an international and cross-functional background in FMCG at the likes of Henkel and Reckitt, she speaks with Efrain and Daniel about her journey, lessons learnt and what her vision is for the business she's leading today. Tune in to hear about: Her career in FMCG working in Germany, Spain, Mexico and the US Cultural nuances when leading in other markets Key criteria when taking new roles Learning and perfecting the art of leadership How a bad management fit made her leave Henkel after 20 years Merz: the OTC category, her mandate and the mega-acquisition of WindStar Medical More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.

In this special episode of The FMCG Guys, we are joined by… your favourite hosts: Efrain, Cristina and Daniel! Yes, tune in to get to know our respective festive traditions and, later, hear about some of their personal stories, anecdotes, quirky work habits and more. We wish you all a fantastic festive season and start to 2026! More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.

Kristof Neirynck is the CEO at Avon. He visited us back in August 2023 when he was CMO and General Manager Western Europe at Avon to share how he's transforming a brand with a huge legacy to make it succesful in the future. Tune in to learn about: Kristof's Career Path prior to joining Avon Transforming a company's cutlure Avon's B2B2C business model in the 21st century How Avon is getting ready to be succesful in the future Book Recommendation: Jim Collins - From Good to Great

Watch on YouTube: https://youtu.be/tfqor_l64-M Andrew Lipsman is one of the world's most respected Retail Media's Opinion Leaders. We sat with him at SMG and ADWEEK's Retail Media Summit UK to speak about the latest trends, what Retailers are doing and, ultimately, how brands and CMOs may be underestimating this Media Channel's true potential. Tune in to hear about: In-Store Retail Media Differences between the US and Europe Measurement, transparency and standardisation What FMCGs are (and are not) doing Check out Andrew's appearances on The CPG Guys here: https://www.cpgguys.com/search/?q=andrew+lipsman More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.

Watch on YouTube: https://youtu.be/YVCxn035iQI Rob Edwards is dairy leader Arla Foods' Head of Media and Digital in the UK. He joins us live from SMG and ADWEEK's Retail Media Summit UK 2025 to speak about his vision of what Media means to FMCGs today – especially as a rare outsider to the industry! Tune in to hear about: Why Retail Media is just "Media" Finding simplicity within a increasingly fragmented media ecosystem How partnerships could connect the omnichannel journey Brands: how they can find the right tone that resounds with consumers The importance creating quality content More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.

Niccolò Gloazzo is a Senior Director of Media and Omnichannel at Kettle & Fire, one of North America's top broth brands. In this conversation, you'll hear about how a career journey that started living in a house-boat in Amsterdam have driven him to lead up a Digital function and start his own Retail Media agency! Tune in to hear about: Challenging the traditional career path How Kettle & Fire disrupted the "boring" broth category The flywheel effect behind retail media growth Why "velocity" beats ROAS as a success metric The rise of retail media in grocery vs. other categories Building an agency "by operators, for operators" More Nicco's Agency QBR Media: https://qbrmedia.com/ Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.

Richard Bowden, Marketing & Digital Director at Boots No7 Beauty Company, joins Daniel to speak about his zigzag career from agencies and British Airways to William Grant & Sons, Unilever and now Boots – and what that journey has taught him about brand building, data, e-commerce and leadership. We also discuss how Boots built premium, "own" brands like No7, why marketing needs a proper seat at the boardroom table again, and how to balance long-term brand building with short-term commercial pressure. Key topics & takeaways Boots' No7 Beauty Company model: building retailer-created brands as standalone, premium brands What British Airways, spirits and Unilever taught him about data, performance and global brand building Why marketing's core job is to drive growth by being the "voice of the customer" in the boardroom How to make DTC and e-commerce viable in FMCG by treating them like real, lean businesses Using social and influencers to stay close to culture and younger generations in beauty Leadership lessons: psychological safety, clarity, curiosity – and the power of a strong personal network More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.

*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" tabindex="-1" data-turn-id= "request-6914aa05-fb38-8327-a44a-96ccc7a5ead0-3" data-testid= "conversation-turn-14" data-scroll-anchor="true" data-turn= "assistant"> Loyalty is harder to earn. Consumer trust is harder to keep. Signs are we're entering a Loyalty Recession. So how can FMCG brands stay ahead and stay relevant in 2025? Sarah Richter, the Chief Marketing Officer at SAP Emarsys is a marketing leader with a deep view across customer engagement, data and loyalty. She joins Daniel to break down the findings of Emarsys' Global Customer Loyalty Index (find it HERE) and explain how loyalty is shifting, why "true loyalty" is in decline, and what brands need to do to build meaningful, long-term connections to stay competitive. Why "loyalty isn't what it used to be" The six loyalty types and the rise of trend loyalty Fresh data points shaping consumer behaviour Personalization, AI and omni-channel engagement How B2B buyers increasingly behave like consumers What FMCG brands must do to build and sustain loyalty More Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/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.