313. Richard Jones, Global GTM Director at Carlsberg: eCom in FMCG, eB2B, Digitalizing Routes to Market, Leading in Crisis, Micro-Customer Centricity, Adapting to Behaviour Changes

Richard Jones is the Global Go-to-Market Director at iconic beer leader Carlsberg. One of the pioneers of Digital in FMCG, he’s now leading Sales Digitalization at the Danish group. He joins Daniel to speak about the evolution of FMCG and how he’s exporting his Digital experience to accelerate the “physical” mainstraeam business.

Tune in to hear about:

• The evolution of eCommerce in FMCG since he started in the function in 2011
• Leading a team through the pandemic when he was based in the US
• Digital’s role in an FMCG today and how it’s more than digital commerce
• How he’s applying his eCommerce experience in his current Route-to-Market role by, for example, empowering sales reps
• Customer behavioural changes