Hear from the Leaders Shaping the Future of FMCG in Benelux.

Pooja Adiga is a commercial and marketing leader with 16 years of experience across P&G, Coty, and Wella Company, spanning India, Benelux, and Northern Europe. She has led consumer centric teams across marketing, eCommerce, retail media, and omnichannel strategy. Known for upskilling teams and embedding new ways of working into organisations not built for them, she speaks as a practitioner who has lived the resistance, the wrong turns, and the moments where restraint beats speed.

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Ufuk Değirmenci was born in Turkey and holds an Industrial Engineering degree from Bosphorus University. He joined Reckitt in 2008 as a Sales Management Trainee, building a diverse career across Traditional Trade, National Accounts, Modern Trade and Trade Marketing. In 2017, he founded the company’s first E-commerce channel in Turkey. After moving into Amsterdam in 2021 as Global TM Director for Fabric & Lav Care, he is now leading Global Trade Marketing for Germ Kill category with brands Dettol, Lysol and Harpic with laser sharp focus on unlocking growth through deep shopper insight. Outside work, he enjoys running while listening to podcasts.

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Jolanda is a digital and marketing executive passionate about building the right (digital) strategy. She has been working for Nestlé for over 6 years, where she is responsible for the online sales at Nestlé, working with a team that enjoys improving the shopper journey of online retailers.

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Jeroen Heslenfeld leads eCommerce North Europe at SodaStream (PepsiCo), covering DTC, pure play and omnichannel customers in 8 markets. Over 15 years in digital commerce, he built PepsiCo’s first European DTC ecosystem with Drinkfinity and launched surplus food platform Unwasted in the Netherlands and Mexico. More recent work spans eCommerce strategy and retail media. Earlier, at De Mandemakers Groep, he scaled four webshops across electronics, furniture and home improvement. He combines brand, agency, retail-side and start-up experience across the full digital sphere.

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With over 10 years of experience spanning brand marketing, eCommerce, and D2C in CPG, Nikita brings a rare dual perspective - equally fluent in brand-building and digital/eCommerce execution. He connects business strategy, creativity, and flawless execution, even amid high complexity and ambiguity, having developed brands, launched new products, built digital platforms, and led cross-functional transformations across regional and local European teams.

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Gus Taylor leads retail and performance media for Optimum Nutrition, Glanbia Performance Nutrition's flagship sports-nutrition brand, across European markets. His remit spans retail media on Amazon, from search and DSP to advanced measurement through Amazon Marketing Cloud, as well as direct-to-consumer performance marketing across paid search, social and programmatic. Gus focuses on connecting media investment to genuine business growth, blending retail and DTC channels into a single, efficiency-driven strategy for one of the world's best-known nutrition brands.

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A strategy, sales and general management leader with abackground in consulting, FMCG and platform tech, Felix scales high-growthretail verticals at Just Eat Takeaway.com. From building dark store concepts topartnering with world leading brands, he specializes in driving incrementalgrowth via quick commerce retail solutions, leveraging AI to improve partneroffering and overall proposition.

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Stefan Heijdra works as Lead E-commerce at Flywheel. Together with a team of 16 Commerce and Retail Media experts, they support clients such as L'Oréal, Philips, SC Johnson, Logitech, and Dyson develop and execute their retail media strategy. A key focus of his work is demonstrating the impact of retail media on critical business KPIs such as sales and market share.

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Umut has 7 years of experience in FMCG, retail, and ecommerce, working closely with brands and retailers to drive growth in digital channels.

He started his career at Unilever in brand management, where he developed a strong understanding of FMCG fundamentals and how brands win on shelf. He later moved into ecommerce roles, focusing on how brands should allocate investments across retailers and online channels to maximise impact and performance.

He joined Mindsite as Head of Account Management, leading the team supporting clients with actionable insights across pricing and ecommerce execution. Today, as Head of Growth, he leads sales operations and global expansion, working across both brand and retailer segments to scale Mindsite’s presence across multiple markets.

His focus is on helping FMCG organisations turn complex retail data into clear, commercially impactful decisions.

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