The FMCG Guys

• 276. Helen Tomlinson, Managing Director Spain at Kenvue: Challenging the Glass Ceiling

  Helen Tomlinson is Kenvue’s recently appointed Managing Director of Spain. She joins Christine and Daniel to speak about how she’s developed her career across functions and countries to become one of, unfortunately still few, female General Managers in our industry. In this conversation you’ll hear some examples of how some specific situations like “putting a hand up”  can help advance, nuances we may not be aware of, the importance of mentors, allyship and much more. Topics covered include: The structural issue of lack of female leaders Ways of being and showing up without having to adapt to the dominant gender How companies can build stronger talent pipelines and adapt to career blockers like motherhood Helen’s adaptation to new countries like Spain and Romania coming from the UK Finding the right mentors at the right time More  Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   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.

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• 275. Rick Swinkels, CEO at TCC Global: Delighting Consumers & Building Loyalty

  A year later, we are back with a special CPG Guys × FMCG Guys crossover with Rick Swinkels, CEO of TCC Global, during Groceryshop in Las Vegas. You can also watch the episode here: https://youtu.be/rkq6l7SXA30  This time, we focus on why loyalty is the real growth lever in grocery right now. We dig into shopper “promiscuity” under value pressure, the surge of private label, how misused promos and siloed RMNs erode trust, and why paid memberships and smart, human-centred personalization are setting the next rules. Rick also shares how TCC’s physical-reward programs and new social “Loyalty Quest” turn everyday shoppers into loyalty activists—and deliver measurable, total-store lift. Tune in to hear about: Shoppers & value: tighter wallets, more store-hopping, bigger price delta vs. brands → private label wins; promos often train disloyalty. Loyalty > RMN: retail media must serve the experience; when RMN teams are siloed, messaging conflicts and trust suffers. Paid memberships: the next loyalty model—bundled value (delivery, exclusives, services) that changes behavior and economics. AI with a human core: backend gains + real personalization, but in-store experience, staff, and brand mission still do the heavy lifting. TCC playbook: physical rewards to shape behaviour (3–5% total-store uplift) and “Loyalty Quest” to reward shareable shopper moments. More  Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   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.  

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• 273. The Hot Seat with Jemma Haley (The John Lewis Partnership)

  Watch on YouTube: https://youtu.be/V9dHBZDZv3A In this episode of The Hot Seat, we are joined by Jemma Haley from The John Lewis Partnership, who dives into her world of retail media strategy, sharing the highs, lows, and quirky bits of her day-to-day. Get to know her through rapid-fire personal questions, ping pong beer brands, “Would You Rather?” dilemmas, and the classic “Two Truths and a Lie”, where she shared her background dancing in a Status Quo video that might just go viral now. We know how to have fun but also when to keep it serious. Find out what she thinks about today’s hot topics: tech solutions vs. agencies, in-store vs. online shopping, and bold predictions for the next year. Oh, and did we mention the epic boat ride networking event? Lots of laughs, a little chaos, and memories made. It’s fun, fast, and full of personality. Definitely not your usual retail media podcast. More Women in Retail Media Collective: https://www.linkedin.com/company/women-in-retail-media-collective/  The FMCG Guys: https://www.linkedin.com/company/fmcgguys 

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• Important: Candid Commerce Amsterdam Nov 5th and Other Updates!

  Sign up for Candid Commerce Amsterdam (Nov 5th at Capital C): https://candid-commerce.com/amsterdam-2025  See last year's event: https://candid-commerce.com/candid-commerce-amsterdam  Candid Commerce London: https://candid-commerce.com/candid-commerce-london  The Hot Seat: https://www.fmcgguys.com/hot-seat-wrmc/ 

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• 272. Sorin Patilinet from Pepsico: Effective Marketing

  In today’s episode we are joined by Sorin Patilinet from Pepsico. Growing up in Romania without access to global brands sparked his fascination with advertising and shaped his perspective on how marketing drives connection and influence. He joins Daniel to speak about his recent book “Marketing Effectiveness: Applying Marketing Science for Brand Growth”. Tune in to hear about: How Marketing blends creativity and analytical htinking The principles of marketing effectiveness and why it must be defined beyond ROI. The importance of integrating data and strategy to drive sustainable brand growth. How to balance global consistency with local market nuance. The role of AI in reshaping both work processes and consumer engagement. How effectiveness requires combining analytical rigor with creative judgment. Why diverse professional experiences build stronger marketers than linear career More Find the book on Amazon Here  Follow us on Instagram: https://www.instagram.com/fmcgguys/ Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/   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.

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