Axel Adida, Chief Digital Officer at Beiersdorf—the German company behind iconic personal care brands like Nivea and Eucerin and Ultra-Premium Beauty La Prairie —joins Christina and Daniel to explore how his passion for pop culture and the “Zeitgeist” (the spirit of the times) shapes his approach to connecting heritage brands with today’s trends.

Tune in to hear about:

• How skincare education has evolved from beach balls and TV ads to TikTok and AI-powered routines
• Social Media as a (suprisingly?) much more candid form of content and brand exposure
• The role of influencers, creators, and UGC in driving authentic consumer engagement
• What Pop Culture means and why it matters for FMCG brands
• The shift from “brand says” to “people say” in consumer communications
• How Beiersdorf balances nostalgia, inclusivity, and innovation across its brand portfolio
• Why AI and generative search will be game-changers for brand visibility and consumer decision-making

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Audio Mixing by Rodrigo Chávez 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.

For many people in our industry, our guest doesn't need any introduction. Roger Dunn has become one FMCG and Retail's Top Voices through his content and thought leadership in Retail Media. What maybe some people don't know is that Roger also serves in a global role at the world's largest liquor company: Diageo. In this episode, we speak not only about the latest in Retail Media but we specifically focus on what's in it for the Brands and Consumers.

Tune in to hear about:

• How Roger became a Linkedn Top Voice
• The Retail Media boom and why brand have bought into it
• Why Amazon's still ahead of the game
• One-size-fits-all versus composable
• How Retail Media can - or not - benefit consumers

Subscribe to Roger's newsletter: 

https://www.linkedin.com/newsletters/the-ai-commerce-brief-7362761335731863552/

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Audio Mixing by Rodrigo Chávez 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.

Stefano Volpetti is the President of Smoke-Free Products and Chief Consumer Officer at Philip Morris International. With a background in Consumer Goods at P&G, he joined the legacy tobacco business to lead it into a new era: smoke-free. In this episode, we explore what motivated his move to a controversial industry—challenging his own pre-conceived ideas—and how he’s reinventing the category through product innovation, consumer understanding, and innovative marketing and route-to-market.

Tune in to hear about:

• Stefano’s career journey from Procter & Gamble to Philip Morris in a variety of functions and roles
• Their flagship product IQOS, and how it’s become a multi-billion dollar brand
• Shifting from B2B to a consumer-centric B2C
• How experiential marketing is key to consumer adoption
• The importance of courage, purpose and continuous improvement

 

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Audio Mixing by Rodrigo Chávez 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.

 

Our guest is Constantin Fink, a Commercial and Growth Leader that’s worked globally in FMCG, Consulting, Private Label, Foodservice and currently serves as Tchibo’s Chief Commercial Officer, International. His common career thread has been how to deliver an improved top line to the businesses he’s managed, so in this episode we focus on how he’s mastered the art, science and process of sales across cultures, industries and contexts.

Tune in to hear about:

• His career foundation at L’Oréal and the importance of going international
• The thinking behind his cross-industry moves
• Managing price adjustments
• How execution and operationally excellent can make a difference
• Brand differentiation versus private label

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Audio Mixing by Rodrigo Chávez 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.

Welcome to the first ever debate on The FMCG Guys, with two Retail Media Titans (and competitors): Melanie Zimmermann from Criteo and Andreas Reiffen from Pentaleap.

In the last five years, we’ve seen how many retailers have built Ad businesses, now commonly known as Retail Media Networks. This surge has had a tremendous impact on the industry, effectively changing marketing and the way brands and retailers interact. In this time, there’s been a clear pioneer in the ad-tech space, that has won many, many Retail accounts during this surge of Retail Media: Criteo. In parallel, we’ve seen other, smaller and more solution-specific, companies that claim to offer a better technology, like Pentaleap.

Our two guests wanted to bring the recent LinkedIn debates – which suggest that the incumbent’s hegemony may be in danger – into a real conversation, away from the usual fluff in other podcasts and live events.

Articles / LinkedIn discussions Referred to:

1. https://www.linkedin.com/posts/kathrynmlundstrom_criteo-holding-its-ground-as-rivals-try-to-activity-7358604927482413056-ZKV6/?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADLu-EB9s3NV0Mj6RrkjX7kpBCEJ53ETs0  2. https://www.linkedin.com/posts/kiri-masters_when-your-own-partners-start-celebrating-activity-7361362156195319808-3GwT?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADLu-EB9s3NV0Mj6RrkjX7kpBCEJ53ETs0  3. https://www.linkedin.com/posts/andreasreiffen_retailmedia-commercemedia-activity-7361381097294766083-fm8W?utm_source=share&utm_medium=member_desktop&rcm=ACoAAADLu-EB9s3NV0Mj6RrkjX7kpBCEJ53ETs0 

 

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Audio Mixing by Rodrigo Chávez 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.

Chris Doe is the UK Marketing & Innovation Director at Pilgrim’s Europe. There, he leads the end-to-end strategy and P&L for a GBP350M portfolio of Foods brands including Richmond, Fridge Raiders and Mattessons. He joins the show to speak about how his career journey accross different FMCGs has turned him into an executive that’s passionate about Marketing, Growth and people - always with optimism as a common thread.   Tune in to hear about

• The difference between Power Brands and Heritage Brands, and how having both in a portfolio is valuable
• Being a branded business in an often-commoditised category like Meal Solutions
• Balancing data and intuition in Marketing
• His approach to brand innovation
• What he looks into when hiring Marketing Executives

Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/  

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Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

 

This episode is part of our 5-part series with Amazon Web Services (AWS). You can find all the other episodes here: https://www.fmcgguys.com/?s=AWS

Miroglio Group is a leading Italian Fashion Retailer, with banners like Elena Mirò and Trussardi, that’s putting AI into practice across its business. Co-hosted by Daniel Torres and Gaia Ginevra of AWS, the conversation with Matteo Loro (Digital Data & Tech Strategy Manager) and Marcello Offi (Head of Data & Platform Engineering) dives into how the group built a unified data platform, fostered collaboration between business and IT, and embedded AI into everyday workflows. From transforming product tagging and translation with AWS Bedrock to shaping a culture of experimentation and knowledge sharing, Miroglio is showing how a company can re-imagine itself as a data-driven innovator.

 Tune in to hear about:

• How Miroglio’s cloud migration laid the groundwork for AI adoption
• Building a culture of AI with “improve, don’t rebuild” as a guiding principle
• Automating product tagging and translations: from hours to minutes, with 80% cost savings
• Breaking down silos between business and IT for faster, more agile innovation
• Future applications of AI in retail, from forecasting to AI agents and virtual shopping assistants

More

• Follow us on Instagram! https://www.instagram.com/fmcgguys/
• Visit our website: www.fmcgguys.com
• Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/  
• Email us: [email protected]
• Audio Mixing by Rodrigo Chávez
• Voice Acting by Jason Martorell Parsekian

 

 

 

In this episode of The FMCG Guys, we are joined by Salomon Tenenbaum, Global Head of CPG Partnerships & Ad Sales at Wolt, to explore how Q-Commerce has evolved from hype to a true growth driver for brands. Wolt, the Finnish-born delivery platform now part of DoorDash and active in 30+ markets, is expanding from food delivery into grocery, retail and FMCG partnerships. Salomon shares his unconventional career journey and explains why quick commerce is not just about speed, but about data, distribution, and activation working together. We dive into the untapped potential of the channel, the role of retail media, and how FMCG leaders can break silos to unlock value.

Tune in to hear about:

• Salomon's unique career journey from investment banking and travel retail in Asia, to Delivery
• Why Q-Commerce offers untapped potential for both conversion and consumer engagement
• Distribution vs. activation: why getting fundamentals right matters before flashy campaigns
• How near-instant shopper and basket data creates new opportunities for FMCGs
• The importance of aligning global and local teams, agencies, and distributors

More

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

In this episode, we speak with Erika Ferszt, CMO at Furla, the historic Italian leather goods house founded in 1927, to explore not only how brand building has transformed, but also how she’s reinvented herself along the way. From starting out in New York ad agencies to a decade shaping Ray-Ban at Luxottica, ten years running her own consultancy, and now leading Furla into its next chapter, Erika’s career mirrors the evolution of marketing itself — from big-budget campaigns to today’s fast, fragmented, always-on environment. Together, we reflect on the balance between creativity, data and AI, the enduring importance of psychology and human patterns, and why networking is as essential as strategy for modern leaders.

Tune in to learn about:

• How Furla’s “Come Play With Us” campaign sets the tone for its new chapter
• Lessons Erika learned while helping Ray-Ban thrive in the early days of social media
• How marketing has shifted from agency monoliths to agile, real-time creativity
• Why psychology, pattern recognition and data are central to brand connection
• The role AI can play in sparking ideas — but never replacing human creativity
• Moving from Corporate to self-employed and to corporate again

More

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

Our 2024 guest Sean Summers recently joined our US sister Podcast The CPG Guys to share where Mercado Libre is in their Retail Media and Omnichannel journey.

Original Synopsis

The CPG Guys are joined in this episode by Sean Summers, EVP Mercado Ads & CMO at Mercado Libre. Founded in 1999 and headquartered in Buenos Aires, Argentina, Mercado Libre is Latin America’s leading e-commerce technology company. Through its primary platforms, MercadoLibre.com and MercadoPago.com, it provides solutions to individuals and companies buying, selling, advertising, and paying for goods online.

Follow Sean on LinkedIn at: https://www.linkedin.com/in/sean-summers-870363/ Follow Mercado Ads on LinkedIn at: https://www.linkedin.com/showcase/mercadoads/ Follow Mercado Ads online at: https://ads.mercadolivre.com.br/

Sean answers these questions:

1. How is Mercado Libre evolving its marketing strategy to support the CPG category’s digital expansion across Latin America?
2. What role does Mercado Libre marketing play in shaping omnichannel experiences—especially for CPG brands—across your marketplace, app, and media network?
3. How do you support CPG brands in activating precision targeting and attribution on your platform?
4. What shifts have you observed post-pandemic in online consumer behavior within the CPG space in LATAM and how is Mercado Libre positioned to win with these changes?
5. How are you leveraging personalization and dynamic creative to enhance relevance in media for your CPG advertisers?
6. What measurement frameworks do you use to assess CPG campaign effectiveness—especially at the lower funnel—and how transparent is that to brand partners?
7. Can you share how emerging technologies like AI are being embedded into your media offerings to optimize targeting and creative?
8. How does Mercado Libre collaborate with CPG manufacturers directly versus working through commerce acceleration agencies like Flywheel?
9. How do you keep your team and partners aligned with fast-moving trends in omnichannel commerce and retail media—especially in the CPG domain?