Commerce Rewired

Mohamed Al Lawati and Joe Sindaha

Commerce Rewired is a podcast at the intersection of marketing, technology, and emerging markets. We go beyond theory and into how commerce actually works on the ground. Hosted by Mohamed Al Lawati and Joe Sindaha, each episode unpacks how brands scale in fast-growth markets where: • Channels are fragmented • Consumer behaviour is non-linear • And execution matters more than frameworks From FMCG to eCommerce, retail to digital ecosystems, we speak to the people building, fixing, and growing businesses. No fluff. No recycled playbooks. Just honest conversations

Episodes

  1. 5 DAYS AGO

    Rewiring FMCG: What Legacy Brands Must Get Right

    Legacy FMCG brands were built on scale, distribution, and efficiency. But the rules are changing, and many organizations are struggling to keep up. In this episode of Commerce Rewired, we sit down with Alberto Levy, former Global CMO of Grupo Bimbo and Partner at The Partnering Group, to unpack what it really takes to stay relevant in today’s market. Alberto brings a rare perspective, combining hands-on experience leading one of the world’s largest FMCG companies with a strategic view across multiple organizations transforming. We go deep on: • Why many FMCG “transformations” fail before they even begin • The shift from distribution power to consumer relevance • What companies measure today that creates a false sense of progress • The realities of driving change inside large, complex organizations • How emerging markets are shaping the future of FMCG This is not a conversation about trends, it’s about how FMCG actually works, and what needs to change. If you’re building, scaling, or transforming a consumer brand, this episode is packed with practical insights you can apply immediately.

    39 min

  2. 22 APR

    What It Takes to Win in Emerging Markets (From an Investor’s Lens)

    Emerging markets are often seen as high-growth but they come with a very different set of realities. In this episode of Commerce Rewired, we sit down with Nader Amiri, General Partner at Hometown Ventures, to unpack what it actually takes to build and win in these markets from an investor’s perspective. We discuss: What makes a startup fundable in emerging markets The patterns investors see across companies that scale vs. stall Why some models travel, and others don’t The role of distribution, unit economics, and execution in complex environments This is a conversation about how investors really think and what founders need to get right from day one.

    37 min

  3. 22 APR

    Most CMOs are buying AI tools Karim is building his own

    Most CMOs are buying AI tools. Very few are changing how their teams actually work. In this episode, Karim Chaanine CMO of Papa Johns Pizza shares why he took a different approach, building his own agents instead of relying on off-the-shelf tools. We unpack: Why most AI tools don’t translate into real marketing impact What changes when you build around your own data and workflows How to move from experimentation to execution What it actually takes to make AI work inside a marketing team

    45 min

  4. 21 APR

    Welcome to Commerce Rewired - emerging markets rewriting the global playbook

    Welcome to Commerce Rewired. As growth slows in mature markets, a new playbook for commerce is being written in emerging markets, faster, messier, and often more effective. In this episode, we share why we started this podcast and what you can expect. From fragmented channels to non-linear consumer journeys, we’ll explore how brands actually scale when conditions aren’t perfect. Commerce Rewired is about operators sharing what works. If you’re a marketer, founder, or operator building in today’s reality, this is for you.

    3 min
  • 4 Episodes

Ratings & Reviews

5
out of 5
2 Ratings

About

Commerce Rewired is a podcast at the intersection of marketing, technology, and emerging markets. We go beyond theory and into how commerce actually works on the ground. Hosted by Mohamed Al Lawati and Joe Sindaha, each episode unpacks how brands scale in fast-growth markets where: • Channels are fragmented • Consumer behaviour is non-linear • And execution matters more than frameworks From FMCG to eCommerce, retail to digital ecosystems, we speak to the people building, fixing, and growing businesses. No fluff. No recycled playbooks. Just honest conversations

Information

  • Creator
    Mohamed Al Lawati and Joe Sindaha
  • Years Active
    2k
  • Episodes
    4
  • Rating
    Clean
  • Copyright
    © Mohamed Al Lawati and Joe Sindaha
  • Show Website
    Commerce Rewired