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

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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?

In this episode of The FMCG Guys, Daniel is joined by Charlotte Bailey-Sane, Marketing, Digital & E-commerce Director at Nutrition and Health Leader ADM, to explore how she’s driving growth in the fast-evolving health & wellness space. Charlotte shares her journey from agency life into brand leadership, why she’s always been drawn to e-commerce and digital transformation, and how she’s built an integrated marketing and digital function at ADM. She also discusses making D2C work in niche categories, protecting brand equity across channels, and leading hybrid teams in a rapidly changing environment.

Key takeaways include:

• Building ADM’s digital & e-com team from scratch
• Making D2C work in pet and equine supplements
• Balancing data with gut instinct in marketing
• Protecting brand equity across channels
• Leading and building culture in hybrid teams

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Our guests are Gardar Stefánsson, Founder & CEO, and Lauren Larsen, Global Marketing Director at GoodGood, the Icelandic brand disrupting the spreads aisle with no-added-sugar jams, nut butters, and chocolate spreads. What started as a pivot from surplus stevia stock has become a fast-growing business with products now in Europe and major U.S. retailers like Whole Foods, Walmart, and Kroger. With a mission to make everyday pantry staples healthier—without compromising on taste—GoodGood runs a lean, global team and blends data-driven decisions with gut instinct to build a loyal consumer base.

Tune in to hear about:

• How a jam experiment in an Icelandic kitchen sparked a global food brand
• Why GoodGood’s spreads have 88% fewer calories—without cutting flavor
• The bold move to the U.S. and how it unlocked rapid growth
• Using smart packaging and cultural insights to win U.S. shoppers
• Running a $10M+ business with just 15 people and clear OKRs
• Balancing community-building, authenticity, and data in brand marketing

More

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Our friends, The CPG Guys' Sri Rajagopalan & Peter VS Bond muse current industry topics.

In this episode, Daniel sits down with Laura Mehren, Head of Performance Marketing and User Experience at S. Oliver Group, to explore how data-driven marketing powers growth in the competitive world of fashion retail. With a background spanning B2B and B2C, Laura shares her perspective on the evolving performance landscape, the synergy between brand and performance marketing, and how UX and creative optimization shape conversion success.

Tune in to hear about:

• Laura’s career path from B2B marketing to fashion e-commerce
• How S. Oliver balances brand building with performance efficiency
• The evolving role of creative in a post-targeting world
• The impact of AI, retail media, and rising CPCs on performance strategy
• Why user experience and webshop design are vital to conversion
• Building internal alignment between marketing, e-commerce, and tech
• Her take on mobile-first design and the role of brand-owned apps

This episode was originally aired in August 2023.

Paul Accornero is the Chief Commercial Officer at the De'Longhi Group, a Global Leader in Small Appliances. He joins us to speak about how he's led the organization through turbulent times in a growing category and:

• Today's commercial scenario in Appliances: Wholesale, DTC and eCommerce
• The evolution of his leadership style and working from home or the office
• Sustainability's stategic importance
• The ups and downs of the category in the last 4 years

When Ross Farquhar took over the role at Little Moons, a viral TikTok moment unexpectedly catapulted the brand into the spotlight, driving a 2000% sales spike in just one week. In this episode, Ross shares how he and the team turned that overnight success into long-term brand growth — transforming a mochi novelty into an increasingly global snacking player. Drawing from a career spanning Cadbury, Diageo, agency life, and hospitality, he explains how to scale a distinctive brand through smart innovation, clear positioning, and deep consumer empathy.

Tune in to hear about:

• How a single TikTok video led to 2000% sales growth
• Turning virality into lasting brand equity and retail expansion
• Why frozen snacking is an untapped category with huge potential
• Balancing brand, performance, and social strategy
• How innovation, trends, and shopper empathy drive growth
• Lessons from a career across blue-chip FMCG, agencies, and start-ups

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Founded in 1987 in New Zealand, Kathmandu is a certified B Corp (since 2019) specialising in responsibly made technical apparel and gear for travel and adventure. In this episode, we sit down with their CEO, Megan Welch, to explore her unique leadership journey and the brand’s bold push toward global expansion. From nearly two decades at Crocs to relocating to Christchurch, New Zealand, Megan shares what drew her to Kathmandu and how she’s leading the company through its transformation from a New Zealand and Australia staple to a challenger brand in global markets.

Key Takeaways:

• Megan’s global leadership career path
• Kathmandu’s purpose-driven mission focused on wellbeing through the outdoors, with deep roots in sustainability.
• A new partnership with the New Zealand Olympic Committee is set to boost global visibility and brand recognition.
• The dual challenge of maintaining ANZ market leadership while positioning Kathmandu as a global challenger brand.

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