Independent Advisory · Digital Commerce

Most brands don't need another campaign or content.
They need to know what's actually broken.

I help FMCG and CPG brands diagnose what's wrong in how they run digital commerce before anyone gets hired or contracted to fix it.

The Structural Problem

If you ask an agency how to solve your problems, the answer will most likely involve new campaigns, content, production, and media.

Not because agencies are dishonest. Because their revenue depends on campaigns, content, production and retainers. When income depends on a particular answer, neutral advice becomes structurally impossible, no matter how good the strategy language sounds.The questions that actually keep marketing leaders awake are different.How do we align people, process and technology? What belongs in-house and what doesn't? Are we measuring retail media incrementally or just burning spend? How do we use AI without buying tools before we've defined the problem?None of that is solved by producing more campaigns. And it's rarely diagnosed honestly by someone who profits from the current setup.

How I work

Three modes of engagement. No execution to sell.

My revenue doesn't depend on recommending campaigns or media spend.
Which means I can tell you what you actually need, including when the answer is to stop doing something.

1 Commerce Audit

A fixed-fee diagnostic of your digital commerce operation. What's leaking in your Amazon P&L. Where your agency ecosystem duplicates effort. Whether your retail media spend has any real incrementality measurement behind it. What your AI search and LLM visibility actually looks like versus what you're being told.

  • Fixed fee

  • 2 - 4 weeks

  • Written report + debrief

2 Operating Model Design

Once you know what's broken, fixing it means redesigning how work gets done. What sits in-house, what goes outside, what stops entirely. How your agency roster should be structured. What governance decisions are being made too slowly or by the wrong people. How your international markets should relate to HQ.

  • Project-based

  • 6 - 12 weeks

  • Recommendations + implementation support

3 Strategic Advisory

On call when decisions matter. Which agency to appoint. Whether a retail media investment is sensibly structured. How to evaluate a market entry. What a credible AI integration actually looks like for your category versus what a vendor is selling you. Time-based, not output-based.

  • Monthly retainer

  • Time-based billing

  • Senior access only

Who this is for

FMCG and CPG brands with serious digital commerce spend, and nagging doubts about whether it's working.

  • You spend €500K or more on Amazon and retail media and can't clearly explain what's actually driving the return.

  • Your agency's quarterly roadmap looks suspiciously like "more of what we already do."

  • You're entering a new market or restructuring how marketing and commerce interact, and want a view that isn't shaped by who wins the work.

  • You've bought AI tools and know something isn't right, but nobody's been straight about what problem they're solving.

  • You're a VP or CMO who needs a trusted outside read before making a significant structural or commercial decision.

ABOUT

Giuseppe Peschechera

Independent Advisor - currently based in Valencia, Spain.I've sat on three sides of the table. At Amazon, managing Pan-EU vendor accounts. At Ferrero, working on commercial and revenue management strategy alongside McKinsey. And for five years at Remazing - one of Europe's leading Amazon agencies - most recently as Head of Growth, where I led international restructuring and was responsible for the service model we sold to brands like Kenvue, Henkel, Beiersdorf, Samsung and Philips.That background gives me something genuinely hard to find: I know how Amazon works from the inside, I understand brand-side P&L pressure, and I know exactly how agencies construct the advice they give you and why.I work with a small number of clients at a time. Current focus: LLM and AI search visibility for product content, retail media incrementality measurement, and Amazon operating model design.

Let's talk about what's actually going on.

No pitch deck. No credentials presentation.
Just a conversation about what you're trying to solve and whether I can help.

© 2026. Giuseppe Peschechera. All rights reserved.