The FMCG Guys Dwyer Partners

The whole FMCG Guys team is in Barcelona for Shoptalk this week, so we'll be taking a short break. Back on Saturday!

In this episode, we are joined by Sr. Director of Professional Services Ben Robins live from Stackline's EMEA Ecommerce Summit in Shoreditch, London. In an omnichannel world where FMCG brands are struggling to engage, attract and loyalize consumers, in this conversation you'll hear how this AI-Enabled Retail Intelligence and Activation Platform is supporting over 7,000 in navigating this journey.
Watch on YouTube: https://youtu.be/7T-40jLOhDQ 
Topics covered:
Key Challenges FMCG Brands have when approaching commerce Why the Digital Shelf has become crucial for brands How to effectively engage with AI Key trends in Consumer Goods commerce Data: how to manage it to later get effective outcomes The Loyalty issue: why so few consumers remain repeat purchase and what to do about it Mapping consumer engagement points Approaching cyber holidays such as Prime Day, Singles Day or Black Friday  More:
Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

Christophe Mahaut heads up supply chain at one of the most exciting sports brands right now: Brooks Running. Currently the leader in the performance running category in North America, the Berkshire Hathway owned, Seattle Based company, has really ramped up in the last decade to become a global player. This growth wouldn’t be possible without a solid operational backbone, which is already preparing for the next growth stage.
Tune into this podcast to learn how Christophe is preparing to reach more consumers and shares his thoughts on:
His career beginnings and how he ended up in supply chain Transitioning from Fast Moving Consumer Goods to Sports Apparel The runner at the center as the key reason behind Brooks’ last successful years Supply Chain Complexity: what are the key pillars of the function How global challenges will affect trade routes What Supply Chain Leaders need to do to have a “seat at the table” and occupy a central function in a company’s strategy  More:
Prior Brooks Running Episode with Matthew Dodge: https://www.fmcgguys.com/matthew-dodge-brooks-running/  Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian  

Russell Close is Carlsberg’s Global eCommerce Director. In this unique role, he overlooks the Danish Brewer's Digital Strategy across Global Markets, from Europe to Asia. Having worked in Online for many years at the likes of Coty, he comes to the show to explain the uniqueness and what attracted him to the category, the current status of it and the key routes of growth.
Christina and Daniel really enjoyed this conversation, which covered:
Russ' current role and career path prior What he learnt setting up eCommerce in Beauty  Taking a role in a much less digitally advanced category five years ago The key pillars for growth Driving eGrocery across markets Looking at eCommerce as a full-funnel proposition Emerging Marketing Channels  More:
Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian

With 66% of FMCG's growth coming from Digital Platforms, it's obviously a no-brainer to invest in this channel. But with all the layers of complexity that have been added in the last few years, where do you start? Our two guests today, Gemma Spence, Chief Digital Commerce Officer at VML and Anja Spielmann, Global Brand Experience Director at Mars, join the show to show us the different levers brands can pull to win on the famous Digital Shelf in 2024.
In this conversation, you'll learn about how to turn up online through:
The evolution of the Digital Shelf in the last years Lower funnel vs. Upper funnel Key Metrics when measuring online performance How FMCGs are reorganizing internally as a consequence of the evolution AI's potential role in making companies more agile and fast The Kitchen: Mars' cross-agency collaboration platform  More:
Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian  
 

Our guest is Steph Lilley, General Manager for Reckitt’s Hygiene Business Unit in their home market, the UK, and Ireland. She joins Christine and Daniel to speak about her career from a graduate program to becoming a General Manager, with some international moves in between, but always focusing on development and with a prominence of P&L roles.
Tune into this conversation to hear about:
Steph’s first leadership experience The learning curve when taking an international assignment in Russia The leadership style she’s developed in time Balancing being genuine with “getting results” Her experience being a woman in commercial roles Approaching diversity, equity and inclusion Leveraging Reckitt’s popular brands for societal change  More:
Follow us on Instagram: https://www.instagram.com/fmcgguys/  Follow us on LinkedIn: https://www.linkedin.com/company/fmcgguys/ The CPG Guys (US "Sister Podcast"): https://www.cpgguys.com/  Audio Mixing by Rodrigo Chávez Voice Acting by Jason Martorell Parsekian