The FMCG Guys

Julie Laurens' career is one of a kind. Having studied law in her native France, she took a turn early on, ending up doing Marketing in the UK, from where she switched to eBay. At the tech giant, she lived in 3 countries (UK, Switzerland, US). This experience in a Digital company opened the door for her to digital roles... in FMCG! First at Pernod Ricard and now at Pierre Fabre. She joins Christina and Daniel to speak about her journey, lessons learnt and why every future CEO will need digital experience.

Enjoy this conversation, in which you'll hear about:

• Taking control of your personal and professional life regardless of your academic choice
• Acting as an entrepreneur in a big corporate
• Why eCommerce should a key building block for anyone that wants to lead a Consumer Goods organization
• How she leads and inspires teams and acts as a catalyst for change being genuine

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

Claire Wyatt is the VP of Business Strategy & Marketing Science at Albertsons Media Collective, the Retail Media Network of one of the US' top grocers: Albertsons. She joins Daniel live from Path to Purchase's Retail Media Summit Canada.

Watch on YouTube: https://youtu.be/KmInwjw_8EM

Listen to Claire Wyatt on The CPG Guys in 2022: https://www.podpage.com/cpgguys/claire-wyatt/

In this conversation you'll hear about:

• ABS Media Collective's Leadership and Retail Media journey
• A cookieless world: activating safe 1st party data and how to measure
• Approaching Retail Media as a Full-Funnel value propostion: partnering with Pinterest
• Uses of Artificial Intelligence
• Developing of in-store capabilities and how Europe is ahead of the US
• How measurement will be a competitive advantage and data as backbone for Retail Media growth

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

Chris Perry, one of the pioneers of FMCG eCommerce, is finally on The FMCG Guys! Currently co-heading firstmovr, he's on a mission to educate & empower people and organizations embrace the fast pace of change in today's Retail and Consumer World.

Jump on the show & you'll learn about:

• A career that went from FMCG to Agency and back!
• Starting firstmovr and what this movement is all about
• Challenges for Brands in today's eCommerce
• How to drive incrementality by taking a full-funnel approach
• Influencing in-store from an omni perspective
• Measurement: how can brands quantify the impact on their business
• How should brands think about growth from a total category management perspective

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

Richard Rodgers heads up Marketing for Keurig's Capsules and Machines in Canada. The famous Keurig Coffee brands is part of the Keurig Dr. Pepper company.

Watch on YouTube: https://youtu.be/DmlnMkKwtYI

He joined Daniel live at the Retail Media Summit in Toronto to speak about:

• Keurig Dr. Pepper’s portfolio of brands and category
• His own journey from managing the physical to the Digital shelf
• Media’s power across the funnel and tying online with in-store
• Advice to other FMCG brands

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

Founded in 1894, Bata is a company with an amazing legacy which is now looking into the future. Roger Graell, their Chief Digital Officer, joins the show to speak about how he’s creating a channeless consumer-centric experience and being a catalyst for change for a company of 5,000 stores and 4 sales channels.

Tune in to learn about:

• The objectives he sets when approaching a Digital Business
• His 3 key business pillars: dot com, developing marketplaces and in-store digitalization
• Career background at the likes of lastminute.com and Mango
• Building Omni capabilities like using stores as operational hubs
• The importance of consistency
• His contact with new technologies

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

Walmart is celebrating 30 years in Canada this spring. Leanne Gibson, who heads up their Retail Media Division, Walmart Connect, in Canada, joins Daniel at P2PI's Retail Media Summit in Toronto.

Watch on YouTube: https://youtu.be/ywXadPFadlg

In this conversation, you'll hear about:

• Walmart Canada´s focus in Retail Media: growing the search business, measurement and in-store
• How the Canadian digital advertising Market compares to the US
• AI and Tech investments: being an adaptive retailer
• Developing a strategic relationship with FMCGs based on outcomes

2024 Update: Vijay Talwar is now the Chief Commercial and Digital Officer at Travel Retail Leader Avolta.

The FMCG Guys, Daniel and Efrain, are joined in this episode by Vijay Talwar, a provenbusiness leader at Foot Locker, Nike, and Blue Nile, who was named the CEO of eCommerce player Wish shortly after recording this episode.

Vijay shared several learnings from his prestigious career, reflecting on how his personality has impacted his leadership style, what he learned in his years leading a non-profit foundation in India, and how finding your purpose can serve as a great catalyst to driving organizational and individual transformation.

Advance is Loblaw's Platform for Loyalty, Data & Analytics and Retail Media. Loblaw's is one of Canada's Grocers, with 2,400 stores and 190,000 employees across several banners. Their VP Sales, Marketing & Client Success Ryan Webber joins Daniel live from Path to Purchase Institute's Retail Media Summit Canada in Toronto, where he was the opening speaker.

Watch on YouTube: https://youtu.be/S9Ly_AXbsok

Topics covered:

• Canada's largest grocer's approach to Media
• In and out of store media
• Cases where they are applying AI
• Lower and upper funnel value in Retail Media
• How to generate awareness in a person's most critical point of making a purchase decision
• Key Learnings from the Inaugural Retail Media Summit Canada

Tulika Pandey is the eCommerce and Shopper Marketing Lead, Canada at WK Kellogg (The Cereal spin off of Kellogg’s).

Watch on YouTube: https://www.youtube.com/watch?v=KLyDIF8bFgE

She joins Daniel live from the Retail Media Summit Canada (organized by the Path to Purchase Institute) to speak about how she leads a sales strategy agenda in an omni-channel world through:

• Her unique role managing both Shopper and eCommerce
• What’s next in Retail Media
• In-store Media: her thoughts and how relevant it is for FMCG brands.
• Advice around skipping hurdle
• Putting the consumer at the center and approaching the full-funnel in consequence

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

Cyndi Loza is the Managing Director, Member Content at Path to Purchase Institute (P2PI), a member organization and publication that serves commerce marketers in Consumer Goods & Retail.

Watch on YouTube: https://youtu.be/DBmiJOQQ_4Q

She joins Daniel live from the first edition ofRetail Media Summit Canadain Toronto, to go over:

• Current trends in Retail Media
• How P2PI is helping Retailers and Brands come to a common understanding of the current environment
• What makes Canada unique
• The event and looking at the future

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