The FMCG Guys

• 290. Rob Edwards, Head of Media and Digital at Arla Foods UK: Retail Media, Quality Content, Brand Humour and An Outsider's Perspective

  Watch on YouTube: https://youtu.be/YVCxn035iQI  Rob Edwards is dairy leader Arla Foods' Head of Media and Digital in the UK. He joins us live from SMG and ADWEEK's Retail Media Summit UK 2025 to speak about his vision of what Media means to FMCGs today – especially as a rare outsider to the industry! Tune in to hear about: Why Retail Media is just "Media" Finding simplicity within a increasingly fragmented media ecosystem How partnerships could connect the omnichannel journey Brands: how they can find the right tone that resounds with consumers The importance creating quality content More  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.  

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• 289. Nicco Gloazzo: Challenging the Career Norm, Disrupting Boring Categories, Retail Media, Real Digital Metrics

  Niccolò Gloazzo is a Senior Director of Media and Omnichannel at Kettle & Fire, one of North America's top broth brands. In this conversation, you'll hear about how a career journey that started living in a house-boat in Amsterdam have driven him to lead up a Digital function and start his own Retail Media agency! Tune in to hear about: Challenging the traditional career path How Kettle & Fire disrupted the "boring" broth category The flywheel effect behind retail media growth Why "velocity" beats ROAS as a success metric The rise of retail media in grocery vs. other categories Building an agency "by operators, for operators" More  Nicco's Agency QBR Media: https://qbrmedia.com/  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.    

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• 288. Richard Bowden, Marketing and Digital Director at No7 by Boots: A Zigzag Career, Beauty, Premium Private Label, DTC in FMCG, Marketing at The Driving Seat

  Richard Bowden, Marketing & Digital Director at Boots No7 Beauty Company, joins Daniel to speak about his zigzag career from agencies and British Airways to William Grant & Sons, Unilever and now Boots – and what that journey has taught him about brand building, data, e-commerce and leadership. We also discuss how Boots built premium, "own" brands like No7, why marketing needs a proper seat at the boardroom table again, and how to balance long-term brand building with short-term commercial pressure.  Key topics & takeaways Boots' No7 Beauty Company model: building retailer-created brands as standalone, premium brands What British Airways, spirits and Unilever taught him about data, performance and global brand building Why marketing's core job is to drive growth by being the "voice of the customer" in the boardroom How to make DTC and e-commerce viable in FMCG by treating them like real, lean businesses Using social and influencers to stay close to culture and younger generations in beauty Leadership lessons: psychological safety, clarity, curiosity – and the power of a strong personal network   More  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.

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• 287. Sara Richter, CMO at SAP Emarsys: Loyalty has changed, Personalization, Trends, B2B is like B2C

  *]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" tabindex="-1" data-turn-id= "request-6914aa05-fb38-8327-a44a-96ccc7a5ead0-3" data-testid= "conversation-turn-14" data-scroll-anchor="true" data-turn= "assistant"> Loyalty is harder to earn. Consumer trust is harder to keep. Signs are we're entering a Loyalty Recession. So how can FMCG brands stay ahead and stay relevant in 2025? Sarah Richter, the Chief Marketing Officer at SAP Emarsys is a marketing leader with a deep view across customer engagement, data and loyalty. She joins Daniel to break down the findings of Emarsys' Global Customer Loyalty Index (find it HERE) and explain how loyalty is shifting, why "true loyalty" is in decline, and what brands need to do to build meaningful, long-term connections to stay competitive. Why "loyalty isn't what it used to be" The six loyalty types and the rise of trend loyalty Fresh data points shaping consumer behaviour Personalization, AI and omni-channel engagement How B2B buyers increasingly behave like consumers What FMCG brands must do to build and sustain loyalty More  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.    

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• The CPG Guys: A Culture of Innovation with PepsiCo's Mike Del Pozzo

  The CPG Guys are joined in this episode by Mike Del Pozzo, President of North America Commercial & Customer at PepsiCo, food & beverage manufacturer of iconic brands like Pepsi, Frito Lay, Mtn Dew, Gatorade, Quaker Oats & Doritos. Find Mike on Linkedin at: https://www.linkedin.com/in/michael-del-pozzo/ Find PepsiCo on Linkedin at: https://www.linkedin.com/company/pepsico/ Find PepsiCo online at: https://www.pepsico.com/ Here's what we asked Mike: PepsiCo recently announced *Pepsi Prebiotic Cola* — a major evolution of traditional cola. How do you see functional ingredients like prebiotics shaping the future of the carbonated soft drink category? 2. Gatorade is introducing *Gatorade Lower Sugar*. What role does reduced sugar innovation play in meeting evolving consumer expectations without compromising performance? 3. Starbucks Coffee & Protein is launching nationally through the PepsiCo partnership. How important are joint ventures like this in accelerating PepsiCo's innovation agenda? 4. Pepsi is moving into premium *12oz glass bottles*. What does this say about the importance of packaging as an innovation driver, especially with younger consumers and how will this help in foodservice? 5. Lay's is undergoing its biggest brand refresh in 100 years. How do visual identity and packaging innovation play into consumer trust and loyalty? 6. By the end of 2025, Lay's and Tostitos will have no artificial colors or flavors. How big of a lift is this operationally, and how does PepsiCo define "clean label" innovation? 7. How is PepsiCo using *pepviz®* (data and insights) to connect innovation with retailer success and shopper behavior? 8. With e-commerce and omnichannel shopping accelerating, how does PepsiCo think about innovating "where" products show up, not just *what* they are? 9. Innovation often comes with risk. How do you personally create a culture within PepsiCo North America where teams feel empowered to test, fail, and scale new ideas? 10. If you fast-forward to 2030, what will PepsiCo North America's innovation legacy look like under your leadership?

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