Episode Details

Andrew Lederman is VP of Global Digital Commerce at Mondelēz, leading digital commerce for snacking brands such as Oreo, Cadbury and Toblerone.

In this live recording from Groceryshop in Las Vegas, Andrew joins us to discuss why digital commerce is now a company-wide transformation, how Mondelēz decides where to invest in retail media, and why marketers need to start marketing to AI agents as well as consumers.

Tune in to hear about:

• Why digital commerce is "a team sport", not a single-function discipline
• How the lines between media and commerce are blurring, as every media company wants to become a retailer and every retailer a media company
• What a startup mindset brings to a big CPG company, and why a blank sheet of paper excites him
• How to decide where to invest across retail media, influencers and brand marketing, with market share as the "north star"
• Why marketers now need to market to AI agents as well as consumers
• Why brand websites matter more as LLMs decide what to recommend
• Why influencing in a big company takes a clear business case and focus, not "everybody's doing it"

Watch on YouTube: https://youtu.be/BPFW1lM_pfk 

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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.