Mohamed Al Lawati and Joe Sindaha

Commerce Rewired

Business EN ↓ 6 episodes

Commerce Rewired is a podcast at the intersection of marketing, technology, and emerging markets. We go beyond theory and into how commerce actually works on the ground. Hosted by Mohamed Al Lawati and Joe Sindaha, each episode unpacks how brands scale in fast-growth markets where:• Channels are fragmented• Consumer behaviour is non-linear• And execution matters more than frameworksFrom FMCG to eCommerce, retail to digital ecosystems, we speak to the people building, fixing, and growing businesses. No fluff. No recycled playbooks. Just honest conversations

Author

Mohamed Al Lawati and Joe Sindaha

Episodes

The Operator Who Rewired A Global Brand Across Three Continents 02.07.2026 35:37

Beverley D'Cruz did not follow the obvious path. She studied finance at MIT, stumbled into marketing, took on the jobs nobody else wanted, and ended up becoming the first female General Manager for Pizza Hut Middle East and Pakistan at Yum Brands. In this episode of Commerce Rewired, we trace the transformation work: taking Pizza Hut Canada from 9% online to nearly 50%, pivoting Pizza Hut UK t...

Why Asia Is Rewriting the Commerce Playbook 21.06.2026 46:15

In this episode of Commerce Rewired, Mohamed and Joe sit down with Yannis Dramis, CMO at Nestle Vietnam, to unpack what happens when global frameworks meet the operational reality of APAC markets. Yannis takes us through a career that skipped the usual FMCG playbook, from Greece to Bulgaria to Vevey to Ho Chi Minh City, and what that non-linear path taught him that a conventional one never could....

Rewiring FMCG: What Legacy Brands Must Get Right 30.04.2026 38:56

Legacy FMCG brands were built on scale, distribution, and efficiency. But the rules are changing, and many organizations are struggling to keep up. In this episode of Commerce Rewired, we sit down with Alberto Levy, former Global CMO of Grupo Bimbo and Partner at The Partnering Group, to unpack what it really takes to stay relevant in today’s market. Alberto brings a rare perspective, combining ha...

What It Takes to Win in Emerging Markets (From an Investor’s Lens) 22.04.2026 36:35

Emerging markets are often seen as high-growth but they come with a very different set of realities. In this episode of Commerce Rewired , we sit down with Nader Amiri, General Partner at Hometown Ventures, to unpack what it actually takes to build and win in these markets from an investor’s perspective. We discuss: What makes a startup fundable in emerging markets The patterns investors see acros...

Most CMOs are buying AI tools Karim is building his own 22.04.2026 45:21

Most CMOs are buying AI tools. Very few are changing how their teams actually work. In this episode, Karim Chaanine CMO of Papa Johns Pizza shares why he took a different approach, building his own agents instead of relying on off-the-shelf tools. We unpack: Why most AI tools don’t translate into real marketing impact What changes when you build around your own data and workflows How to move from...

Welcome to Commerce Rewired - emerging markets rewriting the global playbook 21.04.2026 3:29

Welcome to Commerce Rewired . As growth slows in mature markets, a new playbook for commerce is being written in emerging markets, faster, messier, and often more effective. In this episode, we share why we started this podcast and what you can expect. From fragmented channels to non-linear consumer journeys, we’ll explore how brands actually scale when conditions aren’t perfect. Commerce Rewired...