The FMCG Guys

Kaan Aykac is the Director DTC and E-Commerce Europe at appliances leader Electrolux, In this episode we explore what great DTC looks like in a high-consideration category, where the website is not just a sales channel, but the digital flagship of the brand. We look at how consumer expectations are increasingly shaped by the best digital experiences across industries, why consistency matters as much as perfection, and how Electrolux is evolving the online customer journey.
Tune in to hear about:
Why DTC is more than just driving conversion
What Electrolux has learned about how consumers shop for appliances online
Bringing lessons from Louis Vuitton into a very different category
Why consumers benchmark you against Apple and Amazon, not only your direct competitors
AI FAQs, natural-language search and the rise of LLM discoverability
The role of UGC, personalization and connected appliances
Kaan's approach to leadership and why he believes in "optimizing for the steepness of the learning curve"
Watch on YouTube: https://youtu.be/dNMKuBFdBf8 
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.

Marcin Bruś is Group Director of Advertising at Allegro, one of Central Europe's leading e-commerce platforms and Poland's undisputed number one. With a career spanning P&G, Facebook, venture-backed businesses and now Allegro, he brings a broad perspective on how marketing is evolving.
In this episode, we explore the rise of retail media, why brands are shifting more spend toward measurable, closed-loop environments, and how Allegro is building its advertising proposition around data, technology and purchase intent. Marcin also shares his view on AI's impact on product discovery, the future role of marketplaces, and why marketers need to get more comfortable with experimentation and risk.
Tune in to hear about:
Why retail media is outgrowing the wider advertising market
How Allegro is building its retail media proposition in Central Europe
Measurement, incrementality and closed-loop data
How AI could reshape product discovery
Why brands need to "spend a little, learn a lot and scale up"
Why future marketers will need to combine consumer understanding, technology and risk-taking
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.

Max Sinclair is the CEO and Founder at Agentic Commerce Optimisation leader Azoma. AI has gone from a relative niche to be absolutely central in FMCG. A byproduct of this transformative wave has been the emergence of Agentic Commerce. This is the impact of LLMs and AI Agents on the relationship between brands and consumers, from discovery to purchase. Max has placed his business and himself at the forefront by being unapologetically Agentic-first, hosting their own events and actively sharing knowledge on a podcast and LinkedIn.
He joins us at a particularly pivotal moment for Azoma, as the business has just received a strategic investment from Dunnhumby Ventures.
Tune in to hear about:
The state of Agentic Commerce: what can agents do today?
Why Azoma is at the forefront of Agentic in FMCG
The investment from Dunnhumby Ventures and how it will transform their capabilities
What brands are doing in Agentic — and what they could be doing more of
The 5 Cs framework to measure Agentic rigorously
Closing the loop with Dunnhumby's Data
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.

Simon Swan is Director of E-commerce Development at Karo Healthcare, where he is helping reshape how digital commerce is understood and executed across markets and functions. In this episode, Simon joins Daniel and Christina to discuss why e-commerce cannot succeed in isolation, why digital shelf excellence should be treated as a business basic rather than a standalone initiative, and why retail media investment only works when the fundamentals are already in place. They also explore how AI and LLMs are expanding the digital shelf beyond the PDP, raising the bar for discoverability, consistency and collaboration across the entire organization.
In this episode, we talk about:
Why e-commerce must break out of the silo and become a truly cross-functional capability.
Why digital shelf excellence is a hygiene factor, not a one-off project.
The case for getting the basics right before investing heavily in retail media.
How digital leaders can translate e-commerce into the language of the C-suite and wider business.
How AI and LLMs are redefining discoverability beyond retailer product pages.
Why collaboration, trust and emotional intelligence are becoming critical capabilities in digital commerce.
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.

Laurence Wyatt is Head of EU Beverages Research at Barclays Investment Bank, where he analyses the forces shaping the global alcoholic beverages industry. In this episode, we challenge some of the biggest assumptions around drinking today, from whether Gen Z is really turning away from alcohol to the role of affordability, demographics and changing health perceptions. Tune in to hear about:
Are people really drinking less?
The myth (or not) of the sober Gen Z
Affordability and the economics of alcohol consumption
China's decline and India's growth opportunity
Demographics and the future of global demand
Premiumisation, non-alcoholic drinks and new growth avenues
Watch on YouTube: https://youtu.be/Drh2ZMPRNoU 
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.