In this episode, recorded live at Groceryshop, Sarah Hofstetter sits down with Neil Reynolds, Global Chief Customer & Digital Commerce Officer at Mars Wrigley. With experience leading across both developed and emerging markets, Neil shares what it takes to modernize digital commerce and retail partnerships at global scale.

He breaks down how Mars Wrigley is investing in omnichannel foundations, aligning teams across functions, and collaborating more strategically with retailers around the world. From building fit-for-purpose capabilities to navigating internal complexity, Neil offers a practical lens on what transformation really looks like beyond the buzzwords.

This conversation also explores why customer teams need to think like growth marketers, and how brave leadership means knowing when to slow down, simplify, and start with the basics.

Key takeaways:

• Transformation is a capability, not a campaign. Real change happens through cross-functional alignment, local investment, and relentless customer focus.
• Retail collaboration must evolve. Neil shares how Mars Wrigley is rethinking retailer partnerships to drive shared outcomes and smarter execution.
• The basics still matter. Even in a digital-first world, strong data, clear roles, and a unified customer strategy remain the foundation for growth.

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