The FMCG Guys

Greg Deacon is VP of Media Ads, Key Accounts and Business Development at Snappy Shopper, a leading UK-based Q-Commerce player. In this episode, he joins Daniel to explore the evolution of quick commerce, the growing importance of independent retailers and the opportunities retail media creates for FMCG brands. They discuss how digital shopping is reshaping store formats, product strategies and consumer behaviour—and why brands that continue treating quick commerce as a secondary channel risk being left behind.
Whether retail media should really be considered a "tax"
How Snappy Shopper supports independent retailers through quick-commerce technology
Why online demand is shifting convenience stores towards larger packs and take-home missions
The challenges created by silos across brand, e-commerce and shopper-marketing teams
How creativity, relevance and consistency influence conversion on the "last screen"
Why quick commerce could represent 40% of retail sales within five to six years
More
Snappy Shopper's Event HERE
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.

Andreas Reiffen, CEO of Pentaleap and Troy Townsend, CEO of Zitcha join The FMCG Guys to discuss why two companies often perceived as competitors have decided to partner, how retail media is evolving beyond siloed onsite advertising, and why the future of the industry lies in connecting media, merchandising, and margin management. The conversation explores retail media fragmentation, AI's impact on shopping, and what retailers need to do to build more profitable and scalable media businesses.
Tune in to hear about:
Why Pentaleap and Zitcha concluded that their solutions are complementary rather than competitive.
How retail media has evolved from simple onsite advertising into a broader omnichannel ecosystem spanning stores, ecommerce, and offsite media.
The challenge of fragmentation in retail media and why retailers need more unified technology stacks.
Why connecting merchandising and media teams is becoming essential to maximize retailer profitability.
How smaller retailers can unlock incremental retail media revenue and compete more effectively with larger networks.
The impact of AI, agentic shopping, and changing consumer discovery journeys on the future of retail media and retail itself.
More
Listen to Andreas' previous appearances on the show HERE.
Follow us on Instagram: https://www.instagram.com/fmcgguys/
Follow us on LinkedIn: https://www.linkedin.com/company/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.

Watch on YouTube: https://youtu.be/NvGIGU_zEk8 
Alina Nickolson is the CEO of Europe Licensed & Commercial Markets at Suntory Beverage & Food. In this episode, recorded live at their offices in Amsterdam, she shares her unconventional journey from scientist and forklift driver to FMCG executive, discusses how great leaders balance performance and transformation, and explains why careers are more like a subway than a ladder. The conversation also explores coaching, diversity, AI, and the leadership lessons she's learned managing teams and businesses across Europe.
Tune in to hear about:
From biochemistry and logistics to leading some of the biggest FMCG businesses in Europe.
Why leadership requires both decisiveness and vulnerability—and knowing when to use each.
The mindset behind building high-performing teams through coaching, empowerment, and trust.
How FMCG companies can navigate transformation, changing consumer expectations, and the rise of AI.
Lessons on career growth, work-life balance, and why careers are "more like a subway than a ladder."




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

Rob Manhoudt is Procter & Gamble's VP Digital Commerce Europe. With the highly anticipated Shoptalk Europe just around the corner (Barcelona, June 9-11), we are bringing one of their top speakers to the show to go over his unique point of view on Digital Commerce, Brands and, to an extent, the future of FMCG.
Tune in to hear about:
Why after a career in Sales and General Management, he decided to move into eCommerce
The transition from eCommerce to a more holistic and impactful "Digital Commerce"
How the funnel has collapsed, silos have come down and eCom Leadership needs to think of the company as a whole
The merge between Consumers and Shoppers
Retail Media and the next steps to become a top pillar of the Media Mix
NPD and Consumer Adoption in an increasingly Digitally-Driven world
More about Shoptalk Europe
Homepage: https://europe.shoptalk.com/home
Agenda: https://europe.shoptalk.com/agendas/2026-agenda
Speakers: https://europe.shoptalk.com/speaker-list
Follow us on Instagram: https://www.instagram.com/fmcgguys/
Follow us on LinkedIn: https://www.linkedin.com/company/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.

Watch on YouTube: https://youtu.be/_bHAy84bB3A 
In this special episode, The FMCG Guys partner with LEAD Network Europe for a candid conversation with FrieslandCampina's Frouke Hakstege on one of the most important challenges facing Consumer Goods today: advancing more women into executive leadership positions. Frouke is the Dutch Dairy Leaders Global Commerce Director and Co-Chair at LEAD's Sales Chapter.
Recorded at FrieslandCampina's offices in Amersfoort, the episode explores the realities of leadership, career progression, family life, international moves, and what companies can do to create more inclusive paths to senior leadership.
Tune in to hear about:
Why female representation at executive level remains a challenge across FMCG and Retail
The difference between mentorship and sponsorship — and why both matter
Leading a global career while balancing family life and raising 4 children
How companies can create cultures where women can thrive long-term
The role of visibility, advocacy, and leadership support in career progression
Practical ways the industry can move from conversations to measurable action
 
Relevant Links
Lead Network Website:  Women in Retail and CPG Network & Leadership Programmes | LEAD Network
Lead Network Sales Chapter Page: Sales Chapter | LEAD Network (If people register they can download the Sales Career Roadmap under "Chapter Content Library")
Sales Chapter LinkedIn Page: (17) LEAD Network Sales Chapter: Overview | LinkedIn
Follow us on Instagram: https://www.instagram.com/fmcgguys/
Follow us on LinkedIn: https://www.linkedin.com/company/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.