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About The FODcast
Hosted by Directors, Tim Roedel and James Hodges, each episode brings you in-depth discussions, expert interviews, and real-world case studies that provide valuable perspectives on where digital commerce is headed.
Latest Episode: “Navigating AI in B2B Commerce with Aidan McGaughey“
Legacy Systems Meet AI: Can B2B Can Bridge the Gap?
The B2B sector is standing at a crossroads. On one side: faxes, spreadsheets, and legacy systems. On the other: AI-powered smart agents and instant order processing.
In this episode of The FODcast, Aidan McGaughey – EMEA Country Manager at OroCommerce shares how B2B businesses can navigate this tension, and unlock meaningful value from AI without falling for the hype.
We dig into:
- How AI is already delivering value in B2B – from OCR-powered order processing to smart agents for customer queries
- Why foundational product data is the real key to AI success
- The rise of digital-first buyers – and the pressure for Amazon-like experiences
- Why pilot projects beat wholesale AI rollouts every time
- The evolving role of community, knowledge-sharing, and the human touch in B2B
Aidan makes a compelling case for starting small, thinking strategically, and building from a solid data core.
If you’re balancing digital ambition with operational reality in the B2B space, this episode is packed with practical advice to move forward, not just faster, but smarter.
The FOD: Check Out Our Past Episodes
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S7 | Crafting Community in a Digital Age: Vivobarefoot’s Approach to Modern Commerce with Steven Irwin
June 12, 2025
Discover how Vivobarefoot blends tech, purpose, and people to drive D2C growth, with insights on sustainability, community, and brand resilience from CCO Steven Irwin.
James Hodges
Director of Client Engagement
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S7 | Beyond Buzzwords: Why eCommerce Success Isn’t About Your Platform Choice with Matt Parkinson
June 12, 2025
Explore the evolving Adobe Commerce landscape with Matt Parkinson, as he shares insider insights, debunks Magento myths, and explores practical, future-ready strategies shaping e-commerce today.
James Hodges
Director of Client Engagement
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S7 | Platforming the Future: B2B’s Digital Commerce Revolution with Jochen Binder
May 8, 2025
Explore the fast-evolving e-commerce platform landscape with Jochen Binder, as he unpacks real-world trends, MACH challenges, and the rise of pragmatic, AI-driven strategies reshaping B2B and B2C commerce.
James Hodges
Director of Client Engagement
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S7 | The Fatal Flaw: Why Tech-Led Projects Fail with Simon Hamblin
April 30, 2025
Season 7 of The FODcast kicks off with Simon Hamblin revealing why tech-led projects fail—and how aligning business leadership with tech ensures digital transformation success across retail, travel, and finance.
James Hodges
Director of Client Engagement
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S6 | The Future of E-Commerce: Gen Z, AI, and the Rise of Unified Retail with James Brooke
April 23, 2025
James Brooke, CEO of MAPP Digital, joins The FODcast to explore Gen Z’s impact, AI-driven personalisation, unified retail, and how brands must evolve to meet the future of digital commerce.
Tim Roedel
CEO
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S6 | Unpacking DE&I: Impact on Digital Commerce Today with Jasmin Guthmann
March 12, 2025
Jasmin Guthmann of the MACH Alliance joins The FODcast to unpack why DE&I is a strategic must in digital commerce—tackling bias, innovation, and the real cost of sidelining inclusivity.
James Hodges
Director of Client Engagement
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S6 | Pioneering New Paths in Digital B2B with David Williams
February 26, 2025
Discover insights into how AI and other technologies are driving change in the B2B sector in our chat with Digital professional, David Williams
James Hodges
Director of Client Engagement
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S6 | Breaking the Cycle of Business Transformation Failures with Mindera’s Phill Gillespie
February 19, 2025
Discover why digital transformations often fail—and how to overcome key challenges—with expert insights from Phill Gillespie on The FODcast
James Hodges
Director of Client Engagement
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S6 | Revolutionising B2B E-Commerce: Insights and Strategies with Vendure’s David Höck
January 29, 2025
Explore the future of B2B digital commerce with Vendure's co-founder David Höke, uncovering innovative strategies, composable commerce, and AI-driven solutions to transform your business.
James Hodges
Director of Client Engagement
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S6 | Turning Intuition into Growth: Martijn Wijsmuller on Navigating E-Commerce Success
January 21, 2025
Interview with Martin Wijsmuller: From corporate to entrepreneurial success, Martin shares how he built Ask Phill and scaled it across Europe and the US
James Hodges
Director of Client Engagement
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S6 | Building Customer Loyalty in the Digital Age: Insights from Fiona Stevens
January 14, 2025
Interview with Fiona Stevens: How simple loyalty strategies can drive customer engagement and growth in today’s competitive digital commerce landscape
James Hodges
Director of Client Engagement
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S6 | The Art of Haggling Meets AI: Rosie Bailey on Transforming Digital Commerce
January 7, 2025
In our interview with Rosie Bailey from Nibble, we discuss how AI and negotiation strategies are reshaping e-commerce and enhancing customer experiences
James Hodges
Director of Client Engagement
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S6 | “Elevating Customer Journeys in Digital Commerce” with Alessandro Desantis
December 29, 2024
Discover how brands can revolutionise digital commerce with Alessandro De Santis of Nebulab, exploring customer experience, data activation, AI innovation, and the transformative potential of Digital Product Passports.
James Hodges
Director of Client Engagement
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S6 | “Revolutionising E-Commerce: The Role of AI and Personalisation ” with Roxy Couse
December 11, 2024
An interview with Roxy Couse, Bloomreach’s Director of Community and Content Marketing, explores how AI and personalisation are transforming e-commerce by enhancing customer experiences, overcoming omni-channel challenges, and leveraging real-time data to drive loyalty and innovation in a competitive digital landscape
James Hodges
Director of Client Engagement
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S6 | “Tech Strategies Redefining the Travel Industry” Mike Jones on Transforming loveholidays and Ushering in Innovation
December 9, 2024
In our latest FODcast episode, CEO Tim Roedel hosts our first head-to-head with two industry heavyweights: Sonja Keerl, co-founder of the MACH Alliance, and Jim Herbert, CEO of Patchworks.
James Hodges
Director of Client Engagement
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S6 | “At The MACH Crossroads: Evolving Expectations in Digital Commerce” with Sonja Keerl & Jim Herbert
November 28, 2024
In our latest FODcast episode, CEO Tim Roedel hosts our first head-to-head with two industry heavyweights: Sonja Keerl, co-founder of the MACH Alliance, and Jim Herbert, CEO of Patchworks.
James Hodges
Director of Client Engagement
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S6 | Mastering Digital Transformation: Insights on Change Management with Abbie Ross and Kathryn Roberts
November 21, 2024
Why Do Digital Transformations Fail? Lean Tree’s Abbie Ross and Kathryn Roberts reveal the secret to success: prioritizing people. Learn how alignment, communication, and expert guidance drive collaborative, lasting transformation.
James Hodges
Director of Client Engagement
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S6 | Episode 7 with Wendy Isaacs from Valtech
November 6, 2024
Join us as Wendy Isaacs, Executive Director of Commerce and Experience Delivery at Valtech, shares her expertise on balancing people, culture, and strategy to lead successful digital transformations in today’s fast-paced world.
James Hodges
Director of Client Engagement
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S6 | Episode 6 with Sam Panzer from Talon.One
October 25, 2024
Tune in to our latest podcast with Sam Panzer, Director of Industry Strategy at Talon.One, for must-hear insights on boosting customer loyalty through loyalty programs, gamification, and personalised offers in the competitive retail market.
James Hodges
Director of Client Engagement
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S6 | Bonus Episode 4 with Simon Lascelles from Business Technology Leaders
October 23, 2024
In our latest FODcast short, CEO Tim Roedel and Simon Lascelles, Managing Partner at Business Technology Leaders, explore how the fractional leadership model is transforming mid-market companies by offering flexible, top-tier executive expertise to drive digital transformation and business success.
Tim Roedel
CEO
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S6 | Episode 5 with Simon Suarez from AbsoluteLabs
October 16, 2024
Discover the future of digital commerce as Simon Suarez, Director of Enterprise Architecture at AbsoluteLabs, shares insights on omni-channel strategies, customer engagement, and how agile, tech-driven approaches are revolutionising retail
James Hodges
Director of Client Engagement
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S6 | Bonus Episode 3 with Michael Barker from Freeman Clarke
October 5, 2024
In our latest BONUS FODcast short, we’re joined by Michael Barker, a leader in fractional executive hiring, to explore why mid-market companies are moving towards fractional roles over full-time hires for C-level expertise.
Tim Roedel
CEO
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S6 | Episode 4 with Meriel Neighbour from Clarks
September 26, 2024
How is Clarks revolutionising retail? Discover their journey of embracing digital change and headless architecture with Meriel Neighbour – Head of Global Digital Product Delivery and Transformation - our latest guest on The FODcast.
James Hodges
Director of Client Engagement
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S6 | Bonus Episode 2 with Adrian Wakefield from The Digital WoW Group
September 3, 2024
In the second of our FODcast ‘shorts’ with CEO, Tim Roedel, we’re excited to bring you another great discussion on the rising trend of fractional hiring with Adrian Wakefield, Co-Founder of The Digital WoW Group.
Tim Roedel
CEO
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S6 | Episode 3 with Lee Pentecost from PureGym
August 20, 2024
Ever wondered how a gym chain can expand from one country to multiple regions using the power of technology? Join us as we sit down for Episode 3 of Season 6 with Lee Pentecost, experienced Tech Leader and currently Group Head of Architecture at PureGym.
James Hodges
Director of Client Engagement
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S6 | Bonus Episode 1 with Gareth Nutt, Fractional CTO
August 13, 2024
In the first of our FODcast ‘shorts’ with CEO, Tim Roedel, we’re excited to bring you a great discussion on the rising trend of fractional hiring with highly experienced Digital Leader, and Fractional CTO, Gareth Nutt.
Tim Roedel
CEO
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S6 | Episode 2 with Stuart Barker from Slalom
July 30, 2024
Season continues with another great interview; this time Stuart Barker from Slalom who talks about the importance of the ‘why’
James Hodges
Director of Client Engagement
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S6 | Episode 1 with Nathan Lomax from Quickfire Digital
July 10, 2024
Season 6 starts with a bang with a great interview and conversation with Nathan Lomax from Quickfire Digital who talks about the good, the bad, and the ugly of launching and scaling an eCommerce business.
James Hodges
Director of Client Engagement
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S5 | Episode 8 with Kelly Goetsch from Commercetools
July 10, 2024
Season 5 comes to an end with an insightful interview with Kelly Goetsch from digital agency, commerctools - a well known voice across the sector and specifically in conversations about composable
James Hodges
Director of Client Engagement
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S5 | Episode 7 with Mikko Mantilla from IONA
April 18, 2024
In this penultimate episode of Season 5, we were delighted to welcome digital leader, Mikko Mantila , Co-Founder and CEO of award-winning agency, IONA
James Hodges
Director of Client Engagement
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S5 | Episode 6 with Rex Bigger from Cabiri
April 16, 2024
In this episode, we were joined by seasoned professional Rex Bigger who contributed to the wider conversation on all things composable
James Hodges
Director of Client Engagement
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S5 | Episode 5 with Craig Smith & Rico Adler from SCAYLE
March 26, 2024
Episode 5 saw us interview Craig Smith & Rico Adler from SCAYLE - one of the fastest-growing global eCommerce platforms
James Hodges
Director of Client Engagement
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S5 | Episode 4 with Gert Van Vliet from Touchtribe
February 15, 2024
In this episode we chat to Gert van Vliet, MD at Netherlands-based digital commerce agency, Touchtribe
James Hodges
Director of Client Engagement
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S5 | Episode 3 with Dom Delvon from Apply Digital
January 20, 2024
Seasoned technology leader, Dom Selvon, Global Chief Technology Officer of Apply Digital – a leading digital solutions agency - talks all things composable
James Hodges
Director of Client Engagement
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S5 | Episode 2 with Tomas A. Krag from NoA Ignite
December 29, 2023
Experienced digital leader, Tomas A. Krag from Danish full-service agency, NoA Ignite - joins the discussion on all things Composable
James Hodges
Director of Client Engagement
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S5 | Episode 1 with Michiel Tielemans from Lab Digital
December 26, 2023
Our first episode of Season 5 features an insightful discussion with Michiel Tielemans, MD of Lab Digital, one of the Netherlands' leading composable agencies
James Hodges
Director of Client Engagement
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S4 | Episode 7 with Dave Hardiman, ex Wiggle
November 27, 2023
We are delighted to present to you a BONUS episode for Season 4 of our podcast; The FOD, where we chatted in depth with former Head of Software Development at Wiggle, David Hardiman.
James Hodges
Director of Client Engagement
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S4 | Episode 6 with Felix Alonso from Rapha
August 17, 2023
Our guest for the latest episode is Felix Alonso, Systems Architect at leading cycling clothing brand, Rapha.
James Hodges
Director of Client Engagement
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S4 | Episode 5 with Alexander Ives from Boden
August 14, 2023
Our guest for the fifth episode is Alexander Ives, Director of Enterprise Systems at leading British clothing brand, Boden.
James Hodges
Director of Client Engagement
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S4 | Episode 4 with Glen Leakey, ex Specsavers
July 18, 2023
Our guest for the fourth episode is Glen Leakey, former Digital Transformation Director at British multinational optical retail chain, Specsavers.
James Hodges
Director of Client Engagement
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S4 | Episode 3 with David Crawford, ex Naked Wines
June 9, 2023
Our guest for our third episode is David Crawford, former Group CTO at Naked Wines - the innovative online wine retailer that has made a significant impact on the industry with a unique business model and route to market.
James Hodges
Director of Client Engagement
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S4 | Episode 2 with Craig McLaren from MKM Building Supplies
May 26, 2023
The second episode of Season 4 features an insightful discussion on the continued topic of composable with Craig McLaren - Head Of Digital at MKM Building Supplies.
James Hodges
Director of Client Engagement
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S4 | Episode 1 with Anjali Subburaj, MACH Ambassador
May 17, 2023
Our first episode of Season 4 features an insightful discussion with Dr. Anjali Subburaj, MACH Ambassador and award winning technology leader with over two decades of experience in Consumer-Centric Enterprise Architecture and Digital Transformation.
James Hodges
Director of Client Engagement