Eve Kolesova, Marketing and Category Managing Director at Henkel, joins Paul Skeldon to discuss the "Triple Win" framework in FMCG marketing. From the unique case of unlocking the DIY giant Screwfix to breaking down the critical difference between consumer observation and true behavioral insight, Yves shares how top brands are pivoting toward experiences, "treatonomics," and targeted shopper solutions in a shifting economic landscape.
Discussion points:
The Triple Win Framework: How alignment happens when a brand simultaneously delivers an intuitive solution for the shopper, a category growth engine for the retailer, and sustainable sales for the brand itself.
The Screwfix Breakthrough: The inside story of how Henkel spent two years unlocking a major DIY marketplace by co-developing a radically sustainable packaging innovation to fit the retailer's strict environmental mandates.
Insight vs. Observation: Why what consumers say or do on the surface often contradicts their actual underlying behavior, and how to spot the difference to avoid internal strategic missteps.
The Rise of "Treatonomics": Exploring the apparent contradiction of soaring premium coffee and luxury product sales during times of high inflation and low consumer confidence.
The Death of the £50m TV Budget: Why massive blanket ad spend is losing its punch against ad-blocking, savvy consumers, and why the future belongs to subtle, targeted, and experience-led brand interactions.
4 Jun 2026
Gadiza Saaidi, Benelux
Gadiza Saaidi, Retail Media Lead for Unilever Benelux joins Paul Skeldon to share her extensive 15-year perspective on building and scaling retail media. Drawing from her experience establishing the Albert Heijn Retail Media Network in the Netherlands, Gadiza breaks down the internal and external realities of launching a network, the necessity of full-funnel channel alignment, and why the industry must shift from a "plug-and-play" mindset to long-term capability building.
Discussion points:
The "Startup" Struggle: Why building a retail media network requires acting like a media startup inside a traditional grocery business, and how to create a shared internal language across disjointed departments.
The Omnichannel Reality: Moving away from treating on-site, off-site, and in-store as separate siloed channels, and starting every campaign with a single, unified "screen-to-shelf" briefing.
The Four Pillars of Retail Media: A breakdown of Haditsi’s strategic model—Data, Context, Scale, and Measurement—designed to connect brand, media, and trade budgets into a singular growth conversation.
Common Brand Misconceptions: Debunking the idea that retail media is an automatic "budget in, ROAS out" performance tool, and tackling the complexities of cross-channel first-party data measurement.
Simplifying Through Experience: How immersive "Retail Media Tours" in the Netherlands help advertisers demystify the customer journey, and what it means to act as an integrated gatekeeper for giant FMCG portfolios like Unilever
4 Jun 2026
Dean Harris - Co-op Media Network
Dean Harris, Head of Co-op Media Network, talks to Paul Skeldon about the rapid evolution of retail media and why the industry has firmly entered its "performance era." He shares insights into the unique role of convenience-led retail media networks, navigating industry fragmentation, and the monumental operational challenges FMCG brands face in an environment of constant consumer adaptation.
Discussion points:
The Performance Era: Why the "test and learn" era of retail media is over, replaced by a demand for predictable, profitable outcomes and hard proof.
The Fragmentation Dilemma: How brands are evaluating if "the juice is worth the squeeze" across an increasingly crowded landscape of retail media networks.
The Convenience Difference: How Co-op leverages shopper missions—like "top-up," "meal for tonight," and "food to go"—to intentionally differentiate itself from traditional supermarket networks.
Constant Adaptation: The massive operational strains FMCG brands face as they shift from methodical, long-term planning to near-constant, rapid transformation.
The 8-Year Reset: Why the upcoming Summer World Cup represents a vital, high-stakes moment for entertainment-led brands to win market share in a tough economic climate.
17 Jun 2025
Agility versus scale: navigating retail media challenges with SMG
Ollie Shayer discusses the balance between agility and scale in retail media with Colin Lewis, exploring how different retailer models impact innovation, customer experience, and brand partnerships in this interview.
17 Jun 2025
Beyond ROAS: the holistic approach to measuring retail media impact
Marie-Clare Puffett and Bianca Hall discuss with Colin Lewis how retail media needs a holistic measurement approach beyond ROAS, incorporating incremental sales and customer lifetime value, in this interview.
17 Jun 2025
Adapt or be left behind: why agencies must embrace retail media now with Omnicom Media Group
Prateek Gupta and Uche Ofili discuss with Colin Lewis how agencies must embrace retail media to stay relevant and gain a strategic edge in the evolving landscape, in this interview episode.
17 Jun 2025
Future Trends: the deepening role of AI and automation in retail media with Ocado
Jack Johnson and Katie Streeter Hurle discuss AI and automation's growing role in retail media, including campaign delivery and personalization, in an interview with Colin Lewis.
17 Jun 2025
HFSS and the retail media opportunity: navigating compliance with creativity with Pladis
Michele Dainty and Helen Johnson explore how high fat, sugar, and salt brands can leverage retail media for visibility and strategic positioning, even with upcoming advertising rule changes, in an interview with Colin Lewis.
17 Jun 2025
Context is King: unlocking the power of instore with Co-op
Dean Harris of COOP and Sam Knights of SMG discuss the evolving role of in-store media and contextual targeting within retail media networks with Colin Lewis, highlighting shopper engagement and brand impact in this interview.
27 Sept 2024
Asda
Jon Beill and Sam Knights explore Asda's strategy to unify loyalty and media operations into a robust retail media network, highlighting its unique brand offerings and the digitization of stores in an interview with Paul Skeldon.
16 Sept 2024
ITV
Jayesh Rajdev and Kate Hopkinson explore how streaming TV impacts retail media, focusing on ITV's role and regional marketing, in a discussion led by Paul Skeldon.
2 Sept 2024
Stonegate Group
Jessica Cooke and Emma Dean discuss Stonegate Group's retail media strategy across its extensive network of bars and pubs, including on-site, off-site, and in-app media, in an interview with Paul Skeldon.
19 Aug 2024
Co-op
Dean Harris and Rosie Houston explain how convenience retailers uniquely contribute to retail media, differing from the broader grocery sector, in this interview with Paul Skeldon.
15 Jul 2024
SMG
Katie Streeter Hurle discusses SMG's evolution alongside retail media, including building world-class retail media networks and brand investment strategies, in an interview with Paul Skeldon.
15 Jul 2024
ASOS
Elton Ollerhead and Katie Streeter Hurle discuss ASOS's retail media journey with Paul Skeldon, exploring the fashion lens view and the importance of creativity in campaigns in this interview.
Who has been a guest on RetailMediaX
Names identified in recent episode analyses. Showing up to five guests.
Ollie Shayer
Marie-Clare Puffett
Bianca Hall
Dean Harris
Sam Knights
Podcast Authority Score: 5 / 100
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