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

Abhilasha is a strategist with over 16 years of experience across strategy, eCommerce, marketing, and sales. She has worked globally with leading companies including Mars, Reckitt, Amazon, Disney, and Castrol, driving commercial strategies, global initiatives, and portfolio transformations. She specializes in data-driven, scalable solutions across B2C, B2B, and omnichannel environments. Currently, as Product Owner for Global Strategic Revenue Management at Mars, she leads AI-enabled transformation, focusing on building impactful, future-ready RGM solutions and advancing practical AI adoption in organizations.

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With over 15 years of FMCG experience across global markets, including leadership roles at Nestlé and Colgate, Eve drives commercial growth through shopper-centric strategies, strategic brand-building, and end-to-end category development. Passionate about aligning marketing and sales, she focuses on delivering impact at the shelf through insight-led planning and customer collaboration.

With over 20 years’ experience in the FMCG industry, Jo Hollins is the Marketing & Category Management Director at BIC. An accomplished marketeer and insights specialist, Jo has a strong track record of leading cross-functional teams to design and deliver shopper, consumer, and customer-led strategies that consistently drive market share growth. Having worked across multiple channels, international markets, and diverse brand portfolios, Jo combines deep commercial acumen with insight-driven thinking to secure stakeholder buy-in and build strategies that achieve sustainable growth.

Efrain Rosario is a commercial marketer with two decades building category strategy behind the world's biggest brands, including a decade at The Coca-Cola Company and senior roles at Diageo and various European/US tech startups. He co-hosts The FMCG Guys podcast, teaches digital marketing as an adjunct professor, and mentors startups through Diageo's Fusion Partnership Lab. Born in Puerto Rico, raised across the Middle East and Europe, and educated in the US, Efrain brings a global perspective to every business he touches.

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Prasanna Kumar (Pras) is Global Director, Connected Commerce at Diageo and a recognised thought leader in digital commerce, AI and consumer experience. With over two decades of global leadership across Diageo, Alibaba and WPP/P&G, he has helped shape the evolution of connected commerce and omnichannel consumer experiences, driving disproportionate growth for brands, markets and platforms. Today, he leads global digital commerce experience capabilities that enable brands to win in an increasingly connected commerce ecosystem. Pras regularly contributes to industry conversations on the future of intelligent commerce, AI-driven discovery, digital transformation and connected consumer experiences.

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Carlotta Cattelani leads the Marketing department of CELSIUS in UK & Ireland, where she has led the brand from new entrant to one of the UK’s fastest-growing energy drinks. With 10 years’ experience scaling challenger FMCG brands, she specialises in connecting cultural relevance with commercial performance, bringing together brand storytelling, experiential, retail activation and shopper strategy to build brands that move from awareness to trial, purchase and ultimately habit.

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Grace Marks is an experienced shopper marketing professional with over 10 years of expertise across retail and hospitality channels. Currently, Grace leads the shopper marketing team at Britvic, where she drives innovative strategies to engage consumers and enhance the shopper experience.

She holds a degree in Retail Marketing and Management from Loughborough University and has worked with leading brands such as Lucozade Ribena Suntory and Bacardi Brown-Forman.

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Ian Rickerby is an experienced sales leaderwith over 15 years in FMCG and eCommerce. He began his career in media with WPPbefore joining Dunnhumby, where he advanced retail media and data-led insightsfor Tesco.com.A move client side to Kerry Foods, where he strengthened eCommerce capabilityand built supplier relationships, supporting digital growth. Today, as Head ofUK Sales at CheckoutSmart, Ian leads commercial strategy and customer growth,helping FMCG brands unlock measurable value through digital shopper engagement.

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Maddie Page is an eCommerce Key Account Manager at Weetabix,responsible for driving online growth across the UK's leading grocery retailersand pure players. Working closely with commercial, category, marketing, andretailer teams, she helps improve how Weetabix brands are discovered, shoppedand converted online. Her work spans digital shelf optimisation, search,content, and ecommerce strategy, with a particular interest in how AI ischanging the way shoppers discover products and brands online.

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With over 30 years’ experience creating and delivering Shopper Marketing campaigns for FMCG brands across multiple categories, Andrew Watts founded a partnership with Durham University Business School to develop behavioural science tools that reveal the unconscious cues guiding purchase decisions. This approach, called Sales Trigger Insight, uncovers what drives consumers to choose one brand over another—turning these insights into Shopper Marketing activity that truly resonates.

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Colin brings 20 years of industry experience to his role as Creative Partnerships Director at n-fuze, a creative shopper marketing agency. He nurtures long-term, high-value relationships with some of the world’s most recognisable FMCG brands. Often the first point of contact at n-fuze, Colin leads teams to transform ideas into bold, creative campaigns that help brands think big and create bigger.

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As a global strategic leader, Scott hasover a decade of sales, revenue, and customer growth experience across thetechnology industry. As the Director of EMEA Customer Experience &Operations at Wayvia, Scott helps brands connect shopper and retail intelligenceto optimise the path to purchase everywhere.

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Jenny has over 12 years of dynamic experience in eCommerce & SaaS business strategy, data insights & activation, and relationship development. As the Director of Solutions Strategy & Innovation at Wayvia, she's building transformative omnichannel analytics for 2000+ brands around the globe

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Max Sinclair is the founder of www.azoma.ai. Azoma’s mission is to help brands dominate the era of Agentic Commerce & AI Driven Discoverability Azoma has received the backing of eBay Ventures and other top-tier VCs, and is the trusted partner of the likes of Mars, Colgate, Zappos, and others. Prior to founding Azoma, Max spent 6 years at Amazon in various global leadership roles, including being responsible for Customer’s browsing experience for the launch of Amazon in Singapore; and leading the scale-up of Amazon Third Party Grocery across the EU. Max was educated at Mila, a leading global Artificial Intelligence Institute. Max is also the host of the New Frontier, the AI for Ecommerce podcast. He speaks globally at Conferences on Generative Engine Optimization (or Answer Engine Optimization), and the impact of AI on ecommerce, society and the future of work. He has also been featured in top-tier publications such as the BBC & Vogue Business.

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Steve King is the co-founder and CEO of Dragonfly AI, aleading creative intelligence platform that helps brands understand andoptimise the performance of their visual content. With expertise in artificialintelligence, data science, and behavioural research, Steve leads the company’smission to deliver actionable insights into attention, memory, and emotion.Under his leadership, Dragonfly AI enables global suppliers and brands to makefaster, more confident creative decisions through advanced AI technology.

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Dr. Alastair Goode has spent his career applying thepsychological sciences to media and consumer research. He is most recognisedfor his work for media owners in the UK, including TV companies such as ITV andSky, as well as Thinkbox. He has also applied his psychological understandingto produce world-leading research into areas such as memory and attention,collaborating with universities such as Royal Holloway, Bristol and Sussex. Hehas been a judge on the IPA awards and his work across memory, attention,eye-tracking, and extended reality has won over 30 national and internationalawards. 

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Laura is the Retail Media Director at Ocado Retail, where she leads a high performing team of strategists and data specialists at the forefront of digital grocery innovation. With two decades of experience spanning Amazon Ads, Yahoo, and the media agency world, Laura specializes in bridging the gap between sophisticated data science and commercial excellence. Today, she is the driving force behind Ocado Ads, shaping the future of how brands connect with consumers.

Sally heads up the CPG Grocery & Beverages subvertical for Amazon Ads UK, helping some of the world’s biggest food and drink brands connect with consumers through Amazon’s advertising portfolio. Sally leads a team focused on accelerating growth across the category, from retail media to Prime Video and streaming partnerships.

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Swagat is a Digital Transformation Leader with two decades of experience driving change across digital commerce, content, and media for some of the world's most iconic brands under Mars and Diageo. As Global Director, Digital Commerce at Mars, Swagat leads the strategy, partner ecosystem, and execution behind Perfect Store Online - winning on the digital shelf and AI-driven search to grow consumer penetration, engagement, and e-commerce conversion. He also serves as a Trustee and Non-Executive Board Director at Dogs Trust, advising the charity on performance, governance, and digital transformation.

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Sarah O'Brien is a passionate commercial leader with over 15 years' experience transforming brands, businesses, and teams in an increasingly digital world. Having built her career across health & beauty, pharmaceuticals, and FMCG, she ultimately found her home in the world of breakfast cereal and snacks with Kellanova (formerly Kellogg's).

Throughout her career, Sarah has held a diverse range of commercial and marketing roles across multiple geographies, categories, and iconic brands, giving her a unique perspective on how consumer behaviour, technology, and commerce intersect. Today, as European Director of Digital Commerce at Kellanova, she leads the strategy and capability agenda across Europe, helping shape the future of omnichannel growth for some of the world's most recognisable brands.

Sarah is passionate about elevating digital commerce beyond a traditional sales channel, positioning it as a critical driver of customer experience, brand growth, and business transformation. She is focused on breaking down organisational silos, embedding digital commerce thinking across the business, and unlocking growth through data, retail media, digital shelf excellence, emerging technologies, and customer-centric innovation.

A strong believer that people create competitive advantage, Sarah is committed to building high-performing teams that challenge convention, pioneer new ways of working, and integrate digital commerce best practices into every stage of the consumer journey. Her leadership purpose is simple: to create an environment where talented people can thrive, innovate, and deliver meaningful business impact.

When she's not championing the future of commerce, you'll likely find Sarah enjoying a bowl of Special K or reaching for her favourite snack, Pringles.

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Alex Cogan is a collaborative digital commerce leader who combines commercial expertise, shopper understanding, and a passion for capability building to help brands and teams succeed in a rapidly evolving digital landscape. With 10 years experience across health & beauty, pharmaceuticals, and FMCG, she has worked on a diverse range of products, from trusted healthcare brands like Calpol to some of Europe's most recognisable cereal and snacking brands at Kellanova (formerly Kellogg’s), where she discovered her passion for ecommerce.

Today, as Digital Shelf & Content Lead for Kellanova Europe, Alex leads the digital shelf excellence and content capability agenda across European markets, helping teams and brands improve discoverability, enhance the online shopper experience, and unlock growth through best-in-class content and data-driven insights. Passionate about collaboration and capability building, Alex believes sustainable transformation happens when people are empowered with the right skills, tools, and mindset. She is committed to creating environments where knowledge is shared, barriers are removed, and teams can confidently navigate the evolving digital commerce landscape together.

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Sahiba Sachdeva is an Amazon Director - UKI at L'Oréal and a seasoned commercial and marketing leader with extensive expertise in P&L management, e-commerce, and digital strategy. Known for her agile, innovative approach and results-oriented mindset, she has successfully driven market share growth and cross-functional transformations across major global brands. Outside of her professional achievements, she is a proud mum of two—a girl and a boy—who loves reading and exploring new places.

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Maxime Lamagat is Head of Digital Marketing for Crystal Brands at Pernod Ricard, leading global digital strategy across Absolut, Malibu, Beefeater, and more. He drives large-scale transformation programs, including  commerce enablement, while advancing AI, social, and performance marketing capabilities. With a strong focus on data-driven decision-making and cross-market alignment, Maxime partners with tech, media, and brand teams to accelerate growth and deliver consumer-centric, connected commerce experiences.

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Ally Seward leads Deliveroo’s global CPG Advertising and Strategic Partnerships team. She began her career in shopper marketing and eCommerce at Coca-Cola European Partners before taking on commercial roles at Deliveroo across restaurants and grocery. She later led Deliveroo’s global New Verticals commercial strategy, including the launch of Deliveroo Express, its white-label solution for grocers. Her experience across brands and commerce platforms gives her a distinctive perspective on how on-demand is changing when, where and why consumers purchase, and why quick commerce is becoming an increasingly valuable channel for brands to drive discovery, conversion and long-term growth.

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Jason has over 25 years' experience of workingwithin foodservice, wholesale, convenience, and retail sectors both in the UKand Ireland. As E-Commerce Lead, he is responsible for the development andgrowth of their online business with all their retailers, wholesalers and .compartners, as well as leading a 'Future Digital' business unit looking at theimpact of digital technology on all aspects of the business includingcommercial, marketing and supply. He also works on a global project team toenhance and develop e-commerce capability across the whole Lactalisorganisation.

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Martyn Collymore is Global Director, Connected Commerce Capabilities & Agency Ecosystem Transformation at Mars Pet Nutrition. With more than a decade of experience spanning marketing, capability building and connected commerce across Mars, Reckitt and Haleon. In his current role, Martyn is transforming how Mars partners with its agency ecosystem, embedding new ways of working that enable greater agility, scale and effectiveness across Mars Pet Nutrition. Through building and integrating a comprehensive connected commerce capability program, Martyn is helping accelerate growth, strengthen performance, and create a more seamless shopper experience across the path to purchase.

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Warwick currently Global Head of eCommerce Excellence at Bel. With over 20 years' experience gained at Bel, P&G, SABMiller and Ecotone, he helps FMCG brands unlock growth through eCommerce, AI, digital shelf excellence and retail media, Warwick is passionate about transforming how FMCG brands win online and building the capabilities needed to succeed in an increasingly digital and AI-driven consumer landscape.

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Head of Digital at Carlsberg Britvic, where I lead the organisation’s digital commerce agenda across channels including retail media and eCommerce transformation. With 14 years of experience spanning retail and commercial digital, I bring deep expertise in building the capabilities, partnerships, and data strategies that drive growth in an increasingly digital environment. Carlsberg Britvic is at the forefront of how consumer brands show up and win in digital channels — from Online Grocery & Pureplay, B2B, Quick commerce to emerging retail media networks

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Oisín is a retail media leader with 12+ years of experience across commercial roles in major FMCG organizations in Canada and the UK. He has spent the last six years at Kenvue (formerly J&J Consumer Health), developing strong expertise in eCommerce and omnichannel growth. After spending significant time in commercial, his focus has shifted to media where he specialises in retail media strategy, activation, and performance, and driving integrated growth across complex retail environments.

Simon Swan is Director of eCommerce Development at Karo Healthcare and a CIM-certified marketing practitioner with an MSc in Marketing Communications. With over 20 years’ experience across start-up, FMCG, and luxury sectors, including LVMH, he has led successful marketing and brand strategies in telecommunications, publishing, and retail. At Karo, Simon drives digital transformation, marketplace expansion, and omnichannel excellence—combining strategic vision with hands-on leadership to deliver growth across international markets.

Amy Goldring is an eCommerce Manager at Karo Healthcare, helping brands show up better and perform stronger online. She focuses on optimising product content and reviews to make it easier for shoppers to choose the right products. With a background in shopper marketing, Amy combines insight and data to bring a practical, shopper-first perspective to connected commerce. I previously worked at Hero (Organix) as their Shopper Marketing Manager and attended My Digital Shelf's Shopper Marketing Summit back in October 2024 for context.

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I make brands easier to find on the Digital Shelf – implementing the content changes, rolling out the processes and making the most of the little tips and tricks that make products more visible through both paid and organic search.

With experience working for both large multinationals and SMEs, for me, it’s all about the practical steps you can take to see real-world impact.

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Anita is UK Head of eComm at Arla. She has led the creation and integration of the eComm function, shaping digital transformation across UK and global markets. Known for her vision and ability to engage the business at every level, she inspires teams and stakeholders to embrace new commercial models and ways of working. Passionate about people and performance, she combines ambition with agility to keep Arla at the forefront of retail and media evolution.

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Paisley is a Senior eCommerce and Retail Media leader at Arla Foods, with a career spanning some of the UK's biggest FMCG brands including Mondelez International. A big picture thinker with a genuine passion for the channel, she combines deep digital shelf expertise with sharp commercial thinking to drive growth across the UK's leading grocery retailers. She brings energy, curiosity and a talent for making eCommerce impossible to ignore

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Amanda Wolff is a leading voice in eCommerce, specializing in improving performance in retailer SEO, agentic search, and on the digital shelf. As the Chief Marketing Officer at ProductWind and a self-described eCommerce nerd, Amanda is dedicated to helping customers improve their organic listings and retail media efficiency with campaigns that lift both conversion and traffic. Recognized as a Top Retail Expert for 2026 by RETHINK Retail, Amanda is at the forefront of industry trends, educating teams through presentations, workshops, and ebooks on best practices for driving performance, revenue growth, and digital merchandising effectiveness. In addition to her role at ProductWind, Amanda serves as a board member and contributor for firstmovr, an advisory and educational services group focused on omnichannel retail. Before joining ProductWind, Amanda served as an executive at Jenda, Flywheel, Ascential Digital Commerce and OneSpace.

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Geraldine Tosh is a senior eCommerce and digital leader withmore than 20 years’ experience driving omnichannel growth, digitaltransformation and commercial performance across FMCG, dot.com and agencyenvironments.

As eCommerce Acceleration Lead for Arbex UK &Ireland, she shapes the eCommerce growth agenda across retailers and PurePlayers. Geraldine has held senior leadership roles at Kimberly-Clark andUnilever, led the turnaround and successful sale of an online data &loyalty business, and built high-performing cross-functional teams. She bringsa practical, commercially grounded perspective on connected customer journeys,discoverability, AI-led developments and the future of digital commerce.

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Dan is the GM EMEA & APAC at CommerceIQ, where he leads the full customer experiemce across Europe and beyond. He is a seasoned leader with over 20 years of experience both as a sales leader and GM specialising in ecommerce and retail media.

He is passionate about generating new business, assisting customers in overcoming challenges and expanding their businesses, and building and developing high-performance teams. Dan’s career has encompassed a range of adtech and martech organizations always working with the worlds leading CPGs and Consumer Electronic brands.

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