The FMCG Guys

Justin Sandee heads up Commercial Development for bol.com's Retail Media offering. For those who are not familiar with this brand, bol.com is the largest online retailer in the Benelux area, consistently topping other very well known foreign competitiors. It is also now part of Ahold Delhaize. In this conversation, Justin speaks with Daniel precisely about this: how a Dutch company has been able to consistently connect with consumers through a relevant, localized approach.
Tune in to hear about:
Why retail media networks need to speak the language of marketers
How bol evolved from an online bookstore into a major marketplace and media platform
Why retail media is strongest in the consideration and performance stages
The importance of transparency, measurement and proving advertising impact
How AI, LLMs and shopping agents could reshape the consumer journey
Why retailers must build strong foundations before chasing the latest media trends
More:
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.

Ashley Kechter is the Global President at Vuori, a California-born performance apparel (commonly referred to as Athleisure) brand. She joins Daniel in partnership with Shoptalk Europe, where she was one of the star speakers, to discuss the rapid rise of the company. She explains how Vuori combines product quality, community and a distinctive brand identity with an ambitious international expansion strategy—while ensuring that the brand remains locally relevant in every new market.
In this episode, we discuss:
How Vuori grew from a California garage into a global premium apparel brand
Why product quality and a "fabric-first" approach remain central to its success
The challenge of protecting brand DNA while adapting to local markets
How stores help Vuori build community and strengthen customer relationships
The changing role of search, AI and conversational commerce in product discovery
Ashley's leadership philosophy and why senior leaders must stay close to younger teams and new ideas
More
Learn more about Shoptalk Europe: https://europe.shoptalk.com/home 
And their upcoming Shoptalk Luxe (Abu Dhabi, Feb '27): https://luxe.shoptalk.com/home 
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.

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.