Get to Know Robbie Lawson

We put General Manager for Everyday Needs, Robbie Lawson in the spotlight.

Say hello to Robbie Lawson, General Manager, Commercial and Strategic Solutions Everyday Needs. From FMCG to tech and now Retail Media, Robbie brings a wealth of experience to Cartology.

Robbie’s working with our partners to unlock new growth opportunities and shares his early reflections and plans to shape the future of Retail Media.

Tell us a bit about yourself, your role and what’s happening in your vertical?

I recently joined Cartology from Google, as General Manager for Everyday Needs. I’ve been married to my wife Alex for 16 years, we have two kids (14 & 11) and two Groodles. A little fun fact about me, I was born in Japan, grew up in England, went to Uni in Dublin and then moved to Oz in 2012. 

On ‘what’s happening in Everyday Needs’, the more appropriate question would be ‘What isn’t?!’ We are super busy with F26 planning, meeting clients both big and small and helping them navigate the complex customer dynamic at the moment. We’ve got exciting new formats in the pipeline that we’re really looking forward to sharing with clients in the first half including our new suite of Aisle Entry Screens (aka Skyscrapers) that are my personal favourite!

What was a pivotal moment or key experience in your career that's profoundly shaped how you're going to approach your current role?

I guess I took a big leap in jumping out of traditional FMCG (Unilever, Mars) into the tech world with Google. It wasn’t the most linear move, I had to learn a whole new industry and ecosystem, which on the surface slowed my career progression for a few years. On the other side of the coin, the benefits of chasing breadth,  embracing learning and throwing myself into new experiences, have been so much more rewarding for me than if I’d stayed on my previous track… and ultimately opened up a wider set of opportunities.

What’s that taught me and how will I bring it to my role? Take time to explore, look beyond the obvious path and take the risk! Especially when it comes to your career.

What specifically about your work here, or the challenges we're tackling, gets you genuinely excited to come in every day?

It’s the people! Always the people. Meeting my own team, the wider sales and cross-functional teams, there’s been a consistent sense of pride and hunger that’s part of the Cartology DNA. It’s this constant sense that we’re building something new. It’s not always easy, but it’s exciting, challenging and rewarding all at the same time. 

Looking at our business, what's one area where you see immense untapped potential for growth or improvement?

I love the fact we are at the cutting edge of a new industry... this thing we call Retail Media. It’s ours to continue to shape and develop in the years to come. I’m enjoying leaning into its complexities and solving these for our clients.  

What of future potential and improvements? Deeper and more strategic partnerships will set our clients up for Retail Media success. I am so deeply invested in forging new relationships with our clients, their brand teams and beyond to really reap the benefits of Retail Media’s capabilities. 

What’s one trend you’re keeping a close eye on?

Tony Prentice’s latest blazer! Always looking out for that - what a wardrobe. If you know, you know. 

But seriously, it’s our clients’ shift towards more integrated planning, bringing marketing and trade teams closer together, from planning all the way through to execution. . We’re seeing it happen and we’re seeing it work so I’m keeping a close eye on every opportunity we have to further integrate and collaborate. 

What's the best career advice you've received?

Treat your career like a safari rather than a ladder. Explore, be curious and find your strengths. You’ll learn more, challenge yourself and have a lot more fun along the way.