The FMCG Guys

In today’s fragmented media landscape, brands are in a constant race to stay relevant and connect meaningfully with consumers. With countless channels vying for attention, how can brands cut through the noise and show up where it truly matters? In this episode, we’re joined by leaders in the Out-of-Home (OOH) media space—Clear Channel—to explore how this traditional medium is evolving to help brands reach more people, more effectively, in a fast-changing marketing environment. Lindsay Rapacchi, Research and Insight Director, and Colin Horan, Strategic Partner for FMCG at Clear Channel, share their expertise on: Why OOH still delivers big impact in the digital era The critical role of reach for FMCG brands Standout examples of brands nailing OOH campaigns How OOH fits into the rise of Retail Media What’s next: Opportunities for FMCG brands in 2025 and beyond More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian  

Frederic 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  More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

This Podcast is supported by Shoptalk. Join us and the elite of Consumer Goods and Retail in Barcelona on June 2-4: https://shoptalkeurope.com/community  SEE DISCOUNT CODES BELOW Our guest today is Slavka Jancikova. With an impressive background in companies like NIKE, AB Inbev and Adidas; she’s now leading Marketing for the sneaker retail leader Foot Locker in EMEA. She joins Christina and Daniel at a particularly crucial time for Marketing,. Tune in to hear about: Anticipating Shoptalk Europe and the panel Slavka will be on Moving between Apparel, FMCG and Retail Performance Marketing versus Brand Building Balancing Data and gut feel (or having a point of view!) Her vision for Foot Locker -15% discount codes for The FMCG Guys audience! Retailer and Brands: RBFMCG15 https://ste25-registration.personatech.com/code?cId=cmJmbWNnMTU= General Attendee GAFMCG15 https://ste25-registration.personatech.com/code?cId=Z2FmbWNnMTU= More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

This episode was recorded in 2021 When we think of an ideal company culture is one where we can bring our own full selves, be empathetic and enjoy working with others. Ironically, that goes against the common idea that we have of leaders, who are meant to be firm, tough and untouchable. How can we reach a commonality between these? To discuss this, we invited Carol Robert, who a the time was heading up the UK and Ireland business for Suntory Food & Beverage.

Ralf Miculcy is an Associate at WL Gore. But what does that actually mean? At WL Gore—a global materials science company known for its innovative products like GORE-TEX—every employee, from entry-level to the CEO, is called an Associate. This is just one example of its distinctive, non-hierarchical culture. In today’s episode, we dive into Ralf’s journey across Operations, Projects, and General Management at WL Gore. We explore how this unique culture functions in practice and what makes it so effective through: Ralf’s cross-functional career Gore’s Multi-category business A unique non-hierarchical culture How a company can scale while staying true to its founding values Career progression in a flat hierarchy More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Emilie Brault, Global Director of Digital Consumer Experience at NAOS—the innovative French skincare company behind Bioderma, Institut Esthederm, and Etat Pur—joins the podcast to share her journey from FMCG to digital leadership. An expert in building digital organizations from the ground up, Emilie offers insights into how brands can harness digital to connect with consumers and drive transformation. Tune in to hear about: Emilie’s non-linear career, spanning international and cross-functional roles Building a digital infrastructure within a company Using digital to enhance consumer engagement Embedding digital across different functions Her approach to AI and data More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Eoin Comerford is an Outdoor Industry Expert, Consultant, Speaker & Podcaster. He’s best known for his tenure as CEO of Moosejaw, one of the US’ main outdoor Retailers. He drove its growth and oversaw its acquisition by Walmart in 2017, where he also managed the outdoor category for Walmart.com. He later oversaw Moosejaw’s 2023 acquisition by Dick’s Sporting Goods, where he remained until last year. The “Rock Fight” Podcast Host joins Daniel to speak about: His career in the sporting goods, outdoors and Retail world Analyzing Sporting Goods companies like NIKE, Adidas, Under Armour, HOKA, On Running and more The DTC vs Wholesale Equation Outdoor company Analysis: VF (North Face), Amer Sports, Columbia… Advice to European Companies trying to get into the US Market More: Tune into the Rock Fight Podcast: https://www.rockfight.co/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Our guest is Kai Boris Bendix, CEO of Carl Kühne KG, a 303-year-old family-owned company (founded in 1722) renowned for its pickles and sauces. Kai joins Christina and Daniel to share insights from his impressive career, which began at Beiersdorf—the makers of Nivea cream—and has taken him around the globe, ultimately leading him to helm one of Germany’s most iconic family businesses. Tune in to discover: Kai’s journey navigating international markets and cultures Key differences between developed and developing markets Transitioning from global corporations to traditional family-owned businesses such as Melitta and Kühne Strategies for resilience and adaptability in times of change   More Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

The FMCG Guys will be back with all-new episodes very, very soon. In the meantime, enjoy this episode from one year ago which Daniel recorded in Iceland. Ever wondered what running supermarkets in a remote country like Iceland looks like? Daniel was lucky enough to learn this in this fascinating in-person interview live from Keflavík. Our guest (and host, in this occasion!) is Gunnur Gunnarsdóttir, who runs both Retail and Human Resources at Samkaup, one of the island's main players in FMCG Retail with a number of banners. This Episode is brought to you by Softserve Business System. Start a conversation about fact-based digital transformation today by visiting https://softservebs.com/ Listen in, transport yourself to Iceland and learn about: Gunnur's career path from Human Resources Manager to heading up a Retail Organization Iceland's FMCG market: Retail Footprint, Challenges and Opportunities for brands Samkaup's mission of serving the entirety of Iceland's population even at a financial cost HR initiatives in diversity, continuous learning and talent attraction Omni-channel initiatives and partnership with Lobyco in Loyalty

Sharon Lewis, Head of Digital & Data Latin America at Kimberly Clark, joined us week to speak about how she's driving eCommerce growth and culture change in this emerging region. Tune in to learn about: Sharon's career journey across the US and LATAM Critical Success factors when driving Digital Transformation Latin America's different levels of digital maturity and the region as a testing ground Influencing Headquarters to bring resources to the region