In this episode of Spikes Excitement Talks, Gordon sits down with Efrain Rosario, Global Head of Retail Marketing and Insights at Diageo.
They explore how brands can show up brilliantly at the "moment of choice," why emotional engagement is scientifically critical in retail and how occasion-based insights shape consumer behavior. He also reflects on career-shaping lessons from his time at Coca-Cola, including the power of simplicity in communication and the importance of understanding whether you sell or help people sell.
Moreover the conversation dives into Efrain's passion for teaching, his love for continuous learning and the balance between rational and emotional drivers in global brand-building. Along the way, he shares some of his most admired retail strategies from other brands and offers thoughtful reflections on how social moments shape our purchasing decisions.

Efrain unpacks what excites him most about the future of retail, including radical personalization, the convergence of online convenience with in-store experience and the potential of AI-powered virtual shopping assistants.

Tune in for an insight-packed conversation on retail, brand-building and the future of shopper marketing.

*Sandra Peat, Spikes Partner UK is also joining the conversation.