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The FMCG Guys

Dwyer Partners
Retail Media
E-Commerce
Consumer Goods
FMCG
Consumer Behavior
Digital Transformation
Sustainability
Digital Marketing
Leadership
Digital Shelf
Amazon
Marketing
Innovation
Digital Commerce
Ecommerce
Consumer Insights
Retail
Artificial Intelligence
Advertising
Latin America

The leading Consumer Goods and Retail Podcast in Europe and Beyond. We speak with senior leaders and industry luminaries to go deep into some of the most significant burning topics in the industry, leadership experiences, careers and the stories in between.

PublishesTwice weeklyEpisodes401Founded6 years ago
Number of ListenersCategories
MarketingManagementBusiness

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Artwork for The FMCG Guys

Latest Episodes

Maurits Priem is a Leader with Experience in Consumer Goods, Retail and Commerce Media, who was last VP Monetization at Ahold Delhaize. Also an occasional singer and politian, he's been a regular collaborator in our Candid Commerce Events, where he's... more

Ronnie Kwesi Coleman is a serial entrepreneur whose career has centred on using technology to solve complex, labour-intensive problems. After building a global creative marketplace that created more than 100,000 jobs across Africa, scaling content op... more

Watch on YouTube: youtu.be/RQk7EXKzVKo

Thiago Maia is the General Manager for Mexico and Latin America at Beauty Leader Wella Company. In this episode, recorded at Wella's Mexico City office, he reflects on a career spanning Unilever, Reck... more

In this podcast recorded Live during Cannes on 23 June 2026, Efrain and Daniel where joined live in by Sandra Wagner, CEO at AuraVeo, a company that transforms products into intelligent brand assets; Roisin Devine, Senior Digital Manager Pringles at ... more

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Recent Guests

Rudolf Schneider
Oversees European Account Management at Hanos and Aets with brands like Philips
Amazon (via Hanos/Aets)
Episode: 335. Rudolf Schneider (Amazon Ads) and Marlies Gebetsberger (Philips) LIve in Cannes: Branding, Culture, Targetting Audiences, Retail Media
Catalina Salazar
Global Head of Advertising at Wolt, overseeing advertising across 30+ markets
Wolt
Episode: 334. Catalina Salazar, Global Head of Advertising at Wolt and Paul Dahill, MD Sales EMEA at Koddi: Frictionless Commerce Media, Buying at Scale, Sponsored Products, Germany as a Test Market
Rani Al Hajji
Chief Growth and Transformation Officer, Personal Care at Unilever
Unilever
Episode: 333. Rani Al Hajji, Chief Growth and Transformation Officer, Personal Care at Unilever Live in Cannes: Creators, Authenticity, Attention, Cultural Moments, AI in Discovery and Creativity
Octavie Gosselin
VP of Mirakl Ads, Mirakl Ads leadership
Mirakl Ads
Episode: 332. Octavie Gosselin, VP at Mirakl Ads Live from Cannes: Retail Media, AI, Marketplaces, Trade vs Media
Justin Sandee
Director Commercial Development at bol.com Retail Media
bol.com Retail Media
Episode: 331. Justin Sandee, Director Commercial Development at bol.com Retail Media: Dutch Camping and Festivals, Retail in Media, Search, Marketplace Dynamics
Ashley Kechter
Global President, Vuori
Vuori
Episode: 330. Ashley Kechter, Global President at Vuori in Partnership with Shoptalk: Brand Fans, Community around the Store, Athleisure Category, Product Discovery
Greg Deacon
VP Media Ads, Key Accounts and Business Development at Snappy Shopper
Snappy Shopper
Episode: 329. Greg Deacon, VP of Media Ads, Key Accounts and Business Development at Snappy Shopper: Independent Retail, Q-Commerce, Retail Media for FMCG, Convenience and Impulse
Troy Townsend
CEO of Zitcha
Zitcha
Episode: 328. Troy Townsend, CEO at Zitcha and Andreas Reiffen, CEO at Pentaleap: Foes to Friends, Future of Retail Media, Orchestration + Rankings, Unheard Solutions, Breaking Silos, Managing complexity
Alina Nickolson
CEO European Licensed & Commercial Markets, Suntory Beverage & Food
Suntory Beverage & Food
Episode: 327. Alina Nickolson, CEO EECM (Direct and licensed markets) at Suntory Beverage & Food: From Lab to GM, Permanent Transformation, Mentoring v Coaching, Career as a Subway Map, High Performance

Hosts

Daniel
Host of The FMCG Guys
Christine Nicolaou
Co-host and episode co-host

Reviews

4.7 out of 5 stars from 57 ratings
  • A must listen!

    Definitely a podcast everyone interested in the commerce/retail/consumer goods space should listen to. The nuggets of gold that are brought to light in the interviews from these top execs are priceless. Keep up the great work!

    Apple Podcasts
    5
    renton66
    Denmark2 years ago
  • Always great to listen to

    I am listening to Daniel, Efrain and their guests since more than a year now.

    All topics are absolutely relevant in the todays world of marketing, consumer obsession and leadership.

    Working in this industry for quite some years now, I am always amazed how close and similar everybody’s opportunities and challenges are when it comes to day-to-day topics, brand and marketing vision and leadership challenges.

    Please keep up the great work guys!

    Apple Podcasts
    5
    Curious Trailblazer
    Switzerland3 years ago

Listeners Say

Key themes from listener reviews, highlighting what works and what could be improved about the show.

The format is practical, with real-world examples and measurable outcomes.
Guests bring diverse perspectives across FMCG, retail, and tech.
Listeners praise actionable insights from senior execs.
Hosts are knowledgeable and maintain a clear focus on leadership and strategy.

Chart Rankings

How this podcast ranks in the Apple Podcasts, Spotify and YouTube charts.

Talking Points

Recent interactions between the hosts and their guests.

335. Rudolf Schneider (Amazon Ads) and Marlies Gebetsberger (Philips) LIve in Cannes: Branding, Culture, Targetting Audiences, Retail Media
Q: How do Philips and Amazon collaborate to reach young male audiences effectively?
They create immersive, culturally relevant experiences (e.g., Fortnite body-themed interaction) and leverage data to tailor journeys, using brand partnerships to become part of the culture rather than external ads.
335. Rudolf Schneider (Amazon Ads) and Marlies Gebetsberger (Philips) LIve in Cannes: Branding, Culture, Targetting Audiences, Retail Media
Q: What are the main challenges in getting consumer attention today?
Consumers shop continuously and brands must be visible across the entire journey with relevant, authentic messaging that fits the consumer's context and life, not just interruptive ads.
330. Ashley Kechter, Global President at Vuori in Partnership with Shoptalk: Brand Fans, Community around the Store, Athleisure Category, Product Discovery
Q: Why do you think going to events like Shoptalk is important?
Ashley emphasizes that events broaden perspective beyond day-to-day routines, exposing leaders to new ideas, solutions, and networks; they provide a forum to learn, gain fresh insights, and bring back valuable practices to implement in Vuori's growth strategy.
333. Rani Al Hajji, Chief Growth and Transformation Officer, Personal Care at Unilever Live in Cannes: Creators, Authenticity, Attention, Cultural Moments, AI in Discovery and Creativity
Q: How do you approach sponsorship and activation during big moments like the World Cup to stay authentic to the brand?
Rani explains that brands must be deliberate about relevance and distinctiveness, using each brand's core values to guide activations (e.g., Rexona for performance, Axe for humor and fragrance), and to avoid merely placing logos.
333. Rani Al Hajji, Chief Growth and Transformation Officer, Personal Care at Unilever Live in Cannes: Creators, Authenticity, Attention, Cultural Moments, AI in Discovery and Creativity
Q: What topic are you hearing about the most this year? What's the topic that everybody is talking about?
Rani highlights creator strategy, attention, and the integration of AI as central themes, emphasizing that success comes from balancing scale with authenticity and engagement, not just raw volume.

Audience Metrics

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Frequently Asked Questions About The FMCG Guys

What is The FMCG Guys about and what kind of topics does it cover?

The show consistently explores the intersection of consumer goods, retail, and technology through conversations with senior leaders and industry experts. Episodes center on AI governance and responsible data practices, eCommerce and digital shelf standards, omnichannel strategy, and transformative leadership across global brands. Interviews mix practical, real-world case studies with strategic reflections on culture, measurement, and product innovation, making it valuable for marketers, product and sales leaders, and analytics professionals seeking actionable takeaways for scaling growth in FMCG and retail. A standout trait is the blend of hands-on operational insights with big-picture thinking on governance, data, and the evolving role of ... more

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1. Uncensored CMO
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3. OMR Podcast
4. FT News Briefing
5. The Diary Of A CEO with Steven Bartlett

How many episodes of The FMCG Guys are there?

The FMCG Guys launched 6 years ago and published 401 episodes to date. You can find more information about this podcast including rankings, audience demographics and engagement in our podcast database.

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What guests have appeared on The FMCG Guys?

Recent guests on The FMCG Guys include:

1. Rudolf Schneider
2. Catalina Salazar
3. Rani Al Hajji
4. Octavie Gosselin
5. Justin Sandee
6. Ashley Kechter
7. Greg Deacon
8. Troy Townsend

To view more recent guests and their details, simply upgrade your Rephonic account. You'll also get access to a typical guest profile to help you decide if the show is worth pitching.

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