How Mondelez and Unilever are winning consumer loyalty in 2025

With each passing year, the bar for consumer engagement steadily gets higher and higher. Shoppers are moving between digital, in-store, and social without missing a beat, and they expect brands to keep up. That’s forcing marketing teams to rethink how they operate, how they collect and use data, and how they build loyalty in a retail-first world.
In this post, we unpack the key takeaways from a panel discussion with consumer products industry experts, Cristina Marinucci (Mondelez International) and Melda Hamarat (Unilever), at the SAP Emarsys Festival Personalization Masterclass. The conversation covered everything from breaking down internal silos to scaling personalization, working with limited data access, and applying AI in ways that actually make a difference.