The FMCG Guys

Russell Close is Carlsberg’s Global eCommerce Director. In this unique role, he overlooks the Danish Brewer's Digital Strategy across Global Markets, from Europe to Asia. Having worked in Online for many years at the likes of Coty, he comes to the show to explain the uniqueness and what attracted him to the category, the current status of it and the key routes of growth. Christina and Daniel really enjoyed this conversation, which covered: Russ' current role and career path prior What he learnt setting up eCommerce in Beauty  Taking a role in a much less digitally advanced category five years ago The key pillars for growth Driving eGrocery across markets Looking at eCommerce as a full-funnel proposition Emerging Marketing Channels  More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

With 66% of FMCG's growth coming from Digital Platforms, it's obviously a no-brainer to invest in this channel. But with all the layers of complexity that have been added in the last few years, where do you start? Our two guests today, Gemma Spence, Chief Digital Commerce Officer at VML and Anja Spielmann, Global Brand Experience Director at Mars, join the show to show us the different levers brands can pull to win on the famous Digital Shelf in 2024. In this conversation, you'll learn about how to turn up online through: The evolution of the Digital Shelf in the last years Lower funnel vs. Upper funnel Key Metrics when measuring online performance How FMCGs are reorganizing internally as a consequence of the evolution AI's potential role in making companies more agile and fast The Kitchen: Mars' cross-agency collaboration platform  More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian    

Our guest is Steph Lilley, General Manager for Reckitt’s Hygiene Business Unit in their home market, the UK, and Ireland. She joins Christine and Daniel to speak about her career from a graduate program to becoming a General Manager, with some international moves in between, but always focusing on development and with a prominence of P&L roles. Tune into this conversation to hear about: Steph’s first leadership experience The learning curve when taking an international assignment in Russia The leadership style she’s developed in time Balancing being genuine with “getting results” Her experience being a woman in commercial roles Approaching diversity, equity and inclusion Leveraging Reckitt’s popular brands for societal change  More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

How can companies come up with new, relevant innovations without proper quality insights? Our guests Joris de Bruyne (CEO at EyeSee) and Joanna Dumont (VP Insights with experience at Danone and Colgate) join us to explain how today’s technologies can give better, more complete and accurate answers to the classic questions when it comes to understanding the consumer. Get ready for a deep dive into the fascinating world of consumer insights through: Answering questions: the primary role of insights and market reasearch across time Eyesee's unique mix-method research approach - the synergy of behavioral methods and surveys for more actionable insights  Linking consumer insights to new product launches How insights leaders are getting together (Insights Lighthouse) to have a stronger voice in the industry Agency x FMCG Brands relationship: how to get the most out of it The power of Insights to debunk myths and pre-conceived thoughts  More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian  

Our guest today is one of the rising stars in Retail. With a background in Retail blue chips like Arcadia and Levi’s, Maddy Booker-Price is now the Head of eCommerce at Urban Outfitters. She joins the podcast to speak about how the role of Digital has become more central in Retail organizations during her career through: The role of an omni-channel Director in 2024 Working with cross-functional peers The importance of listening to the consumer Her vision of what an online store has to be Leaderships lessons learnt along the way More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian    

The consumer journey in today’s connected world is more complex and blurry then ever. In this episode, we bring you two experts from PriceSpider, the world’s leading commerce platform: Rae Guimond, Director GTM Strategy and Brett Banner, SVP Strategy. With them, we’ll aim to unpack all the complexity and deliver actionable outcomes for progressive FMCG brands. Coinciding with the publishing of their Strategies for Grocery Brands to Thrive Amid Economic Uncertainty, North American & European Brands Ecommerce Survey 2023, and they come to the show to speak about:  Take-aways from their recent consumer survey Top priorities and pain points for FMCG companies in 2024 What the shopper journey looks like nowadays and how FMCG companies can break through the noise and engage with them How can FMCG break down internal silos for a common effort in a connected commerce world Tips for consumer goods brands to stay relevant in a connected commerce world More: Listen to Brett & Rae on The CPG Guys: https://www.cpgguys.com/pricespider/  Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Neil Reynolds heads up the Global Digital Commerce Business Unit at Mars Snacking. With a global multifunctional team, his scope spans across Pure Play Key Accounts, Capability Building, Portfolio Development and eB2B, giving him a unique point of view of the state of FMCG in today's Commerce. He joins Efrain and Daniel to speak about: His unique career path from mainstream P&L (Sales and General Management) roles to eCommerce Digital Commerce as a full-funnel proposition that drives the whole business forward Deploying Global know-how and capability into local markets Anticipating Shoptalk Europe (June 3-5) in Barcelona  More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian  

Eva Gallocchio is the Chief eCommerce, CRM and Customer Officer at the Iconic Italian illycaffè. She joins the pod to explain her fascinating path from Accenture to Diesel and now in coffee, having interacted with the consumer across multiple touchpoints and globally, having worked in both Europe and the US.  In this podcast, Efrain and Daniel speak with Eva about: The changing Consumer and how Retail’s adapted How to be consistent at every touchpoint Differences between working in Fashion and FMCG Illycaffe’s footprint across out-of-home, Retail and DTC Leadership lessons from working abroad Exciting innovations coming at Illycaffee More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Our guest is Peter Vasilyev, Business Development Director Europe at Ailet, an Image Recognition Solution. He joins the show to speak about how this technology can empower FMCG sales forces, as well as Retailers and Distributors to really get a deep understanding of brand and category performance through quality data at scale. Tune into this conversation to learn about: How Image Recognition Technology can obtain store data with 95% accuracy Different KPIs that the technology supplies to FMCG companies Types of data that come from analyzing shelfs at scale How to implement the solution within a company What sets Ailet apart from other solutions in the market More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Julie Laurens' career is one of a kind. Having studied law in her native France, she took a turn early on, ending up doing Marketing in the UK, from where she switched to eBay. At the tech giant, she lived in 3 countries (UK, Switzerland, US). This experience in a Digital company opened the door for her to digital roles... in FMCG! First at Pernod Ricard and now at Pierre Fabre. She joins Christina and Daniel to speak about her journey, lessons learnt and why every future CEO will need digital experience. Enjoy this conversation, in which you'll hear about: Taking control of your personal and professional life regardless of your academic choice Acting as an entrepreneur in a big corporate Why eCommerce should a key building block for anyone that wants to lead a Consumer Goods organization How she leads and inspires teams and acts as a catalyst for change being genuine  More: Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian