The FMCG Guys

Hosted by Dwyer Partners

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424

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Oct 2026

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About the show

The leading Consumer Goods and Retail Podcast in Europe and Beyond. We speak with senior leaders and industry luminaries to go deep into some of the most significant burning topics in the industry, leadership experiences, careers and the stories in between.

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60 recent

November 7, 202651 min

364. Juliane Hefel, SVP Industrial Coatings and Specialty Products at PPG: Small Town Girl to Global ExCom, Value Beyond the Paint Can, Radical Transparency

This week, Daniel and Efrain step slightly outside Consumer Goods and Retail to speak with Juliane Hefel , Senior Vice President Industrial Coatings and Specialty Products and Executive Oversight EMEA at Paints leader PPG. Born in a small town in western Austria, she began her career as a translator before moving into Procurement. She spent 16 years at Henkel, with roles in Düsseldorf, Shanghai and Detroit, then joined PPG in 2022. Currently, she double hats: leading both Industrial Coatings and Specialty Coatings and Materials Businesses with, since 1 September, Executive Oversight of PPG's EMEA business. Daniel spotted her story on LinkedIn and knew it deserved a place on the show. Tune in to hear about: Why she moved from procurement into general management, and how having sat on the buyer's side of the table helps her today Why she calls Shanghai the most impactful move of her career PPG's sustainability goals, and innovation "beyond the can": digital tools, automation and faster product development How PPG used AI to cut the development time of a fast-curing refinish clear coat by around 20% Leading through COVID, and why you can't overcommunicate Her leadership style, built on trust and "radical transparency" Her view of Detroit, which is better than its reputation Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

November 4, 202649 min

363. Imteaz Ahamed, eCommerce and AI Pioneer: Cutting Media in Half, Strategy vs Execution, What Big CPG Is Missing

Imteaz Ahamed is an eCommerce and AI pioneer who works with private equity on FMCG acquisitions and transformation, following 16 years at Reckitt. He runs his consultancy with a team of AI agents that he says do the work of five or six people, and is writing a book on data clean rooms for CMOs. In this live recording from Groceryshop in Las Vegas, Imteaz joins us to discuss how AI agents are changing the way he works, why big CPG companies risk having their lunch eaten by fast-moving challengers, and what data clean rooms can do for marketers. Tune in to hear about: Why he left corporate after seeing Gen AI move so fast, and what he calls a "10-year step change" in months How a "second brain" of memory and context lets his agents run the follow-ups, while he keeps the thinking What it takes to scale a company: rewriting processes for every 3x in revenue How Zuru sourced an innovative diaper from China and took about 40% market share within two years Why big CPG should look east to China, and what brand heritage means to shoppers who have never seen your brand Life & Business Agents How data clean rooms helped a baby brand cut media in half and still achieve its sales How a family property-management business became his test bed for AI, with email response times cut from five days to a day and a half Watch on YouTube: https://youtu.be/Gm573C4dppA Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

October 31, 20261 hr 5 min

362. Edu Campanella, Business Group President, Home Care at Unilever: Growth in Europe, Billion Dollar Insights, the Balance Between Magic and Discipline

Edu Campanella is Business Group President of Home Care at Unilever , leading an €11 billion business across more than 60 markets. His teams are behind Wonder Wash, the short-cycle laundry innovation that reached more than 35 markets in less than 18 months. In this episode, Edu joins us to discuss how a mature category like home care can find new growth, what makes an innovation "market making" rather than incremental, and why consumers now see cleaning as a source of joy rather than a chore. Tune in to hear about: Why consumers see home care as joyful, and how spending more time at home changed the category What makes an innovation "market making", and how Wonder Wash grew from a shift to short cycles Why a brilliant prototype was sent back to R&D: great performance isn't enough if consumers must change their habits How Unilever turned Europe around by setting bigger ambitions, and why consumers will pay when they see the value Why consumers are partly brand owners, and why the first 100 days of a launch are critical Why he looks at input metrics, not just output metrics, and the balance between magic and discipline How AI is changing formulation and factories, and why early-career talent still needs to do the hard work to learn the business Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

October 28, 202645 min

361. Ingo Reinhardt, CEO of Buynomics, Matt Pringle and Brian Knighton of Dr.Oetker: RGM, the impact of AI, Sales Execution, Avoiding Analysis Paralysis

Ingo Reinhardt is CEO and co-founder of Buynomics and author of The Pricing Playbook (find it here: https://www.buynomics.com/the-pricing-playbook-wiley-buynomics ) and Matt Pringle and Brian Knighton are Commercial Capabilities Managers at Food Leader Dr. Oetker (famous for their frozen pizzas!). In this live recording from London during Buynomics' RGM Leaders Forum, Ingo, Matt and Brian join us to discuss why RGM exists, how Dr. Oetker uses Buynomics to predict how shoppers react to price and portfolio changes, and where AI helps and where human judgment still matters. Tune in to hear about: Why RGM was born: getting price, promotion and portfolio decisions out of separate teams How "virtual shoppers" can show what happens to a single and a four-pack when you launch a two-pack How Dr. Oetker assessed RGM maturity across 32 markets, found pockets of excellence, and chose to focus on price and promotion with Buynomics Why retailers, not brands, set the shelf price, and how joint value creation shapes the conversation Why more data brings the risk of analysis paralysis, and why teams need to be obsessed with execution How AI agents can clean data and run analyses that used to take a consulting project What strong RGM teams have in common, and why the biggest mistake is doing nothing Watch on YouTube: https://youtu.be/ZX5GRZmOS4g Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

October 24, 202652 min

360. Matteo Gori, Category President - Bakery and Grocery at Barilla: Lessons from Cucina Barilla, Volatile Food Categories, Failing Early

Matteo Gori is President of Bakery and Grocery at Barilla , leading brands such as Wasa and Mulino Bianco. In this episode, Matteo joins us to discuss why he believes in real conversations over sugarcoated ones, what a failed launch taught him about owning your business, and how food companies can make faster decisions in a market that has become far more volatile. Tune in to hear about: Why he is "allergic" to inconvenient truths being hidden, and how he builds a culture of direct conversations What he learned from Cucina Barilla, the joint venture with Whirlpool, and why failing early made him a better manager Test and learn in practice: why temporary shops worked and sampling in corporate offices didn't Why food categories now swing double digits up or down, and what that means for decision-making How Wasa is growing from crispbread into snacking, with "ambidexterity" How the marketing manager's job has changed as consumers move between health, indulgence and affordability Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

October 21, 202645 min

359. Andrew Lederman, VP of Global Digital Commerce at Mondelēz (live from Groceryshop Las Vegas): Marketing to AI agents, Why Digital Marketing is a Team Sport, Market Share as the North Star

Andrew Lederman is VP of Global Digital Commerce at Mondelēz, leading digital commerce for snacking brands such as Oreo, Cadbury and Toblerone. In this live recording from Groceryshop in Las Vegas, Andrew joins us to discuss why digital commerce is now a company-wide transformation, how Mondelēz decides where to invest in retail media, and why marketers need to start marketing to AI agents as well as consumers. Tune in to hear about: Why digital commerce is "a team sport", not a single-function discipline How the lines between media and commerce are blurring, as every media company wants to become a retailer and every retailer a media company What a startup mindset brings to a big CPG company, and why a blank sheet of paper excites him How to decide where to invest across retail media, influencers and brand marketing, with market share as the "north star" Why marketers now need to market to AI agents as well as consumers Why brand websites matter more as LLMs decide what to recommend Why influencing in a big company takes a clear business case and focus, not "everybody's doing it" Watch on YouTube: https://youtu.be/BPFW1lM_pfk Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

October 17, 202649 min

358. Natalia Ball, Chief Growth Officer - Pet Nutrition at Mars: Orchestrating Growth, The Evolving Needs of Pet Parents, Performance Marketing vs Brand Building, and Letting Go of Being the Expert

Natalia Ball is the Chief Growth Officer for Pet Nutrition at Mars , home to brands such as Pedigree, Whiskas and Royal Canin. She describes her role as the "orchestrator of growth", bringing together consumer insights, brand building, innovation and commercial execution to drive results. In this episode, Natalia joins us to discuss why pet parents so thoroughly research every decision for the "most important member of the family", how AI is already shaping what they buy, and how brands can build lasting demand through cultural relevance. Tune in to hear about: How the pet care category is changing with consumers increasingly viewing pets as family members Why Natalia's title is Chief Growth Officer and not CMO How pet parents are using LLMs to choose food, routines and vets, and how Mars is working to influence AI recommendations Why brand building matters as much as performance marketing, and how to make the case to the CFO What cultural relevance really means: matching a human truth with a brand truth Why briefing teams at the same time allows ideas to come from anywhere Letting go of being the expert to create the right conditions for success Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

October 14, 202630 min

357. Gawain Davies, Chief Commercial Officer at Euroleague Basketball (Live from Cannes): Sports Sponsorship, ROO vs ROI, Retail Activation

Gawain Davies is Chief Commercial Officer at Euroleague Basketball , overseeing brand partnerships, events, ticketing, merchandising and licensing for the elite professional basketball ecosystem in the EMEA region. That ecosystem spans 52 professional men's teams, including clubs such as Real Madrid, Barcelona and Bayern Munich, and some of the most passionate fans in sport. In this live recording from Cannes, Gawain joins us to discuss what brands really get from sports sponsorship, how fan passion turns into community and commercial value, and what FMCG companies should do before walking into a partnership conversation. Tune in to hear about: What brands can learn from the World Cup, from crowded mix zones to Motorola's limited-edition phone that came with a ticket Why fans are loyal to their clubs first, and how that creates communities that brands can tap into Why sponsorship is no longer a "chairman's deal", and why he talks about return on objectives as much as ROI Why bespoke packages are replacing off-the-shelf deals, with rights bought globally and activated locally Why Euroleague cut its sponsors from over 30 to 16 How rights holders are building their own platforms and data, and what that means for brand budgets What he wants brands to bring to a first meeting Watch on YouTube: https://youtu.be/kSrj3mSbhis Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

October 10, 202647 min

356. Bas Vorsteveld, Area Managing Director - Northern Europe at Kenvue: What's Next in Consumer Healthcare, How to Stand out with Strict Regulations, Untapped Growth

Bas Vorsteveld is Area Managing Director for Northern Europe at Kenvue , the Consumer Health care company behind brands such as Johnson's, Aveeno, Listerine and Neutrogena. He leads the business across the region, ensuring that trusted household names stay relevant for a new generation of shoppers. In this episode, Bas joins us to discuss how consumer health brands can keep growing in categories where most people don't yet treat, how to help shoppers find the right solution on shelf and online, and how to stand out when regulation limits what you can say. Tune in to hear about: Why low penetration is the biggest growth opportunity How retailers and brands can bring clarity to a crowded shelf, and where retail media fits How sales and marketing capabilities are changing as shopper journeys get less linear How to balance science and credibility with influencers, creators and healthcare professionals What happens when a claim is the only thing you change, and why legislation makes it harder to stand out How an established portfolio stays fast on trends as small brands pop up on TikTok Why equity for women in the industry isn't there yet, and what leaders can do as allies Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.

October 7, 202655 min

355. Sinem Kaynak, Head of Personal Care Breakthrough Innovation Group at Unilever: Real Needs vs. Fads, Nichification and Scale, Learning from Indie Brands

Sinem Kaynak is Head of the Personal Care Breakthrough Innovation Group at Unilever , where she leads mergers and acquisitions, incubates new brands and launches existing ones into adjacent categories. Her M&A work spans Unilever's acquisitions of Wild and Dr. Squatch, and the exit of Elida Beauty (Q-tips and Caress) to private equity. In this episode, Sinem joins us to discuss how big FMCG companies can learn from the indie brands that are reshaping the industry, what separates a lasting trend from a passing "fly", and how to bring a small brand into a big company without losing what makes it special. Tune in to hear about: Why portfolios are living organisms, and how to decide what to keep, buy or sell How lower barriers to entry for new brands are promoting "nichification at scale" How to tell a real consumer need from a cultural moment Why trust, consistency and science could help iconic brands in the age of AI agents Why community begins with passion and an unmet need, and how real-life experiences turn consumers into advocates When M&A makes sense, and how to protect an acquired brand's magic Why big companies could use a "me and my dog in the garage" mindset Watch on YouTube: https://youtu.be/0OKoF6DL_vE Follow us on Instagram: https://www.instagram.com/fmcgguys/ Audio Mixing by Modest Ferrer 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.