211. Gerbrand Hoogvliet, Commercial Lead at FrieslandCampina: Demistifying the Digital Shelf

Join us for an insightful conversation with Gerbrand Hoogvliet, current Commercial Lead and former Head of eCommerce at FrieslandCampina Netherlands. Gerbrand shares his experiences leading the digital commerce function for beloved brands like Chocomel and Fristi. Drawing from his general management background and recent transition to leading Commercial for FrieslandCampina’s Foodservice division, Gerbrand offers a unique perspective on navigating the evolving world of digital commerce.

In this episode, we dive into:

• Gerbrand‘s approach to making eCommerce accessible for non-digital natives
• Why search is the new shelf
• His 3 must-do’s for FMCG brands to dominate the digital shelf
• How avoiding jargon and internal ‘e-legend ambassadors’ can drive digital success across marketing teams