The FMCG Guys

Richard Bowden, Marketing & Digital Director at Boots No7 Beauty Company, joins Daniel to speak about his zigzag career from agencies and British Airways to William Grant & Sons, Unilever and now Boots – and what that journey has taught him about brand building, data, e-commerce and leadership. We also discuss how Boots built premium, "own" brands like No7, why marketing needs a proper seat at the boardroom table again, and how to balance long-term brand building with short-term commercial pressure. Key topics & takeaways Boots' No7 Beauty Company model: building retailer-created brands as standalone, premium brands What British Airways, spirits and Unilever taught him about data, performance and global brand building Why marketing's core job is to drive growth by being the "voice of the customer" in the boardroom How to make DTC and e-commerce viable in FMCG by treating them like real, lean businesses Using social and influencers to stay close to culture and younger generations in beauty Leadership lessons: psychological safety, clarity, curiosity – and the power of a strong personal network More 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.

*]:pointer-events-auto scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]" dir="auto" tabindex="-1" data-turn-id= "request-6914aa05-fb38-8327-a44a-96ccc7a5ead0-3" data-testid= "conversation-turn-14" data-scroll-anchor="true" data-turn= "assistant"> Loyalty is harder to earn. Consumer trust is harder to keep. Signs are we're entering a Loyalty Recession. So how can FMCG brands stay ahead and stay relevant in 2025? Sarah Richter, the Chief Marketing Officer at SAP Emarsys is a marketing leader with a deep view across customer engagement, data and loyalty. She joins Daniel to break down the findings of Emarsys' Global Customer Loyalty Index (find it HERE) and explain how loyalty is shifting, why "true loyalty" is in decline, and what brands need to do to build meaningful, long-term connections to stay competitive. Why "loyalty isn't what it used to be" The six loyalty types and the rise of trend loyalty Fresh data points shaping consumer behaviour Personalization, AI and omni-channel engagement How B2B buyers increasingly behave like consumers What FMCG brands must do to build and sustain loyalty More 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.

Mike Del Pozzo is the President of North America Commercial & Customer at PepsiCo, leading innovation across iconic brands. He discusses the introduction of Pepsi Prebiotic Cola, emphasizing the role of functional ingredients in appealing to younger consumers. Del Pozzo reveals Gatorade's reformulation for lower sugar without sacrificing performance. He highlights the importance of partnerships, like the one with Starbucks, in driving innovation, and shares insights on Lay's significant brand refresh and commitment to cleaner ingredients.

Watch on YouTube: https://youtu.be/j7L91zT_YzE Benni Lickfett is the Global VP Breakthrough Innovation, Digital & Ventures at spirits and beer leader Diageo (Guiness, Smirnoff, Johnnie Walker…). In this conversation, recorded live at SMG and ADWEEK's Retail Media Summit UK, you'll hear about how rethinking consumer journeys, deploying AI-driven personalization, innovating beyond the bottle, bringing tech into heritage brands, and staying ahead in fast-changing spaces like travel retail, martech, and sustainability. Tune in to hear about: What "Breakthrough Innovation" means at Diageo and how Benni's team operates beyond the bottle. Benni's unconventional background and how his startup and consulting experience shaped his role today. How consumer behaviour and the traditional marketing funnel have evolved in recent years. Leveraging technology — martech, AI, data and personalization — to enhance the end-to-end consumer journey. How Diageo prioritizes innovation, balances build vs partner models, and stays ahead of emerging trends. More 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.

Lisa Tan, a Retail Media Leader at FairPrice Group in Singapore, dives into the fascinating realm of retail media. She debunks quirky Singaporean myths and highlights how the nation’s 'boring' reputation is actually a strength in business. Lisa shares insights on the fragmented APAC retail media landscape and advises on the talent gaps in the industry. Through engaging games, she contrasts the fast-paced world of ad tech with retail, revealing the challenges faced by many e-commerce networks trying to leap into media.

Bastien Parizot is the SVP IT & Digital, Marketing & Transformation and CIDO Emerging Markets at Health & Hygiene leader Reckitt. A leader with who's seen it all — having worked in start-ups, retail, sporting goods and even automotive, apart from FMCG — he joins Daniel to talk about how he's keeping Reckitt up to date by betting on the right tech innovations. Tune in to hear about: The uniqueness of being an FMCG Executive with a background in Sporting Goods How he links digitalisation with business objectives Work around AI Building a tech stack that favours sustainability obectives People management and how culture influences innovation How he decides what Tech investments are worth it More 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/LY2w1o-wpmQ Aaron Gallagher is the Managing Director and Head of Sales at Head of Sales Kinective Media℠ by United Airlines, the carrier's very own Media Network. He joins Daniel live from SMG and ADWEEK's Retail Media Summit UK 2025 to speak about the opportunities in this unique proposition. Tune in to hear about: The uniqueness of an airline media network and all the different touchpoints with passengers Consumers' unique behavioral pattern when traveling How they can cater a unique value premium proposition to Polaris (business) flyers Opportunities for FMCG brands And, of course, some good old aviation geeking! More 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.

Tara Loftis is the Global President, Dermatological Skincare at Galderma. Globally representing brands like Cetaphil, Defferin, Alastin and Benzac, she's a leader that balances soul, gut feeling and scientific rigour. Always keeping her ears tuned to what's happening in culture, she speaks about how she's been able to create "viral bets" that resonate with the zeitgeist and the contemporary consumer. Tune into this conversation to hear about: Tara's role leading Galderma's global Dermatological Skincare franchise, including Cetaphil, Alastin, Benzac and Differin Galderma's dermatology-first footprint, scientific heritage and what differentiates its brands How she brings cultural relevance to Galderma, including Cetaphil's viral Super Bowl moment The career experiences that shaped her leadership approach at Galderma Her views on brand building vs. performance — and the one question she always asks when hiring More 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/gztCQqP5KZY Lucia Mastromauro is Deliveroo's VP of Advertising. We sit down with her at SMG and Adweek's Retail Media Summit UK 2025 to speak about how the delivery player is continuously upgrading their offering to brands across their different channels, from Restaurants to High Street. Tune in to hear about: Lucia's career at the likes of eBay, Google and WPP Her take on Retail Media and how unifying different platforms could really make it flourish The convergence of Brand Building and commerce and what that means for brand CMOs Why modern marketers need to embrace tech and data More 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.

Hanneke Faber is the Chief Executive Officer at Consumer Electronics Leader Logitech. One of the top voices in our industry, with a background at flagship companies like Procter & Gamble, Ahold and Unilever, she joins Christina and Daniel to speak about her upbringing, key decisions and how she's approaching the future at the US and Swiss-based company. Tune in to hear about: How being a youth champion diver brought Hanneke to do her bachelors in the USA Her 20-year stint at P&G, experience in Retail at Ahold, Unilever and why she decided to take the moves Logitech's balance: offense, innovation and financial and operational rigour Hanneke's leadership philosophy: doing good by doing well The company's growth areas in China, innovation, AI, gaming and more! More 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.