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Guido Fambach

AI strategy | Commercial growth | Retail media

Guido Fambach is CGO and thought leader at the intersection of AI, sales, and scalable growth. He has built and transformed commercial organizations at companies such as Comscore and Just Eat Takeaway, where he expanded retail media to a €250M revenue. In his keynotes, he demonstrates where true competitive advantage arises in the AI era and how you can build it faster than the competition can imitate it.

Characteristics

Employability:
Keynote speaker, Masterclass, Moderator, Workshop
Languages:
Dutch, English, French, German
Categories:
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About Guido Fambach

Guido Fambach is an international commercial leader and a sought-after speaker on AI, commercial transformation, and sustainable growth. He helps executives, entrepreneurs, and commercial leaders answer one fundamental question: how do you keep winning when AI makes almost everything quickly replicable?

His answer forms the basis of his vision The Velocity Moat. While many organisations use AI to make existing processes faster and cheaper, Guido shows how companies can use their existing market position to build completely new engines of growth. Not optimising, but redesigning.

As Executive Vice President Sales at Just Eat Takeaway.com, he led the commercial organisation in seventeen countries and was at the forefront of the AI transformation of a sales organisation with more than 1,700 employees. Under his commercial responsibility, Retail Media grew from a hidden side activity to a strategic business that quadrupled in size. Additionally, he developed new commercial propositions and strategic partnerships that structurally strengthened the competitive position.

Previously, Guido expanded Comscore’s commercial activities in EMEA and APAC. In a market where larger players had more resources, his approach was about creating strategic advantage through focus, positioning, and smart commercial architecture.

In the AI era, it’s not the organisation that implements AI the most that wins, but the organisation that is the first to turn its unique market position into new, hard-to-copy engines of growth

His core belief is that competitive advantage is shifting. AI makes knowledge, analysis, and execution abundant and available to all. Value thus emerges less from information and tools and more from unique participation in economic activity: customer relationships, transactions, workflows, and trust that others do not possess. Organisations that continuously transform these context signals into new products, services, and revenue models build an advantage that’s much harder to copy.

His keynotes combine strategic vision with practical experience from the boardroom. No AI hype or futurism, but concrete examples of companies using their existing position to create new growth curves. Executives leave his sessions not only with inspiration but with a fundamentally different perspective on growth, competition, and leadership in the AI era.

Hire Guido Fambach for your event

Do you want your audience to not only talk about AI but also know how to build a lasting lead with it? Guido Fambach takes executives and commercial leaders into The Velocity Moat: a down-to-earth and concrete perspective on growth in a time where nearly everything is replicable. With his experience as Executive Vice President Sales at Just Eat Takeaway.com, where he managed seventeen countries and shaped the AI transformation of a sales organisation with over 1,700 employees, he translates strategy into practice. His sessions offer no hype but a fundamentally different perspective on competition and leadership, which executives take away with them. Request price and availability and our consultants will think along about the programme.

Topics

  1. 1. The Velocity Moat — why the next growth engine is more important than the next AI tool

    Every organisation is investing in AI, making technology increasingly less distinctive. Competitive advantage shifts to organisations that create new economic value more quickly than competitors can copy. Guido introduces the Velocity Moat: a new strategic model in which organisations use their unique market position to continuously build new growth engines. Not a single innovation, but a system where innovation keeps reinventing itself.

    After this keynote, leaders will understand:
    • why traditional competitive advantages are disappearing more quickly;
    • how AI is shortening the lifespan of business models;
    • how a Velocity Moat is formed;
    • which growth engine is likely already present within their own organisation.

  2. 2. Participation Advantage — why customer relationships are becoming more important than algorithms

    The greatest value of AI is not in the model itself, but in the unique signals to which the model has access. Retailers see purchasing behaviour. Payment providers see financial flows. Marketplaces see intent. Software companies see workflows. Guido shows why these forms of participation will become the most important strategic assets of the next ten years and how organisations can turn them into new products, services, and business models.

    After this keynote, leaders will understand:
    • why data alone is no longer sufficient;
    • which unique signals their organisation creates daily;
    • how participation forms the foundation for sustainable enterprise value;
    • why some companies grow structurally faster than their competitors.

  3. 3. From AI optimisation to commercial redesign – why AI only creates value when you redesign the business

    Most organisations use AI to accelerate existing processes. However, true value emerges when AI becomes a catalyst for completely redesigning commercial processes. Sales, pricing, Customer Success, partnerships, marketing, proposition development. Guido demonstrates how AI helps organisations grow fundamentally smarter, not harder.

    After this keynote, leaders will understand:
    • which AI projects create true strategic value;
    • where automation ends and redesign begins;
    • how commercial teams can be restructured;
    • how every customer interaction delivers both value and new strategic insights simultaneously.

  4. 4. From Retail Media to Commercial Infrastructure – the future of Retail Media is not Retail Media

    Retail media is not the ultimate destination, but the first application of a much larger strategic opportunity. Guido shows how retailers can leverage their unique position—close to demand, transactions, and customer behaviour—to build a commercial infrastructure where AI, pricing, trade, merchandising, and partnerships converge. Using examples from China, the US, and Europe, he outlines how retailers can evolve from an advertising platform to a commercial operating system.

    After this keynote, leaders will understand:
    • why Retail Media is just the first commercial product of a much larger strategic asset;
    • how AI enhances the value of unique participation signals;
    • how Retail Media develops from an advertising business into a commercial infrastructure;
    • which strategic choices today are crucial for determining tomorrow’s winner.

  5. 5. The second growth curve – how to build new revenue models on top of your existing business

    Almost every successful organisation already possesses the building blocks of its next business. Not somewhere outside the organisation, but hidden within transactions. Relationships, data, partners, workflow, trust. From Retail Media to Embedded Finance and Intelligence Platforms, Guido demonstrates how companies use their existing position to develop completely new revenue streams that actually strengthen the core of their business.

    After this keynote, leaders will understand:
    • where their next revenue model is likely to emerge;
    • how they can build new business without disrupting the core;
    • why the greatest growth opportunities are often already present;
    • how new growth engines mutually reinforce each other.

  6. 6. Commercial Architecture – why yesterday's organisational structure limits tomorrow's growth

    AI is not only changing how organisations operate. It is altering which organisation can succeed at all. Many companies optimise within functions. Winners redesign systems. Guido demonstrates how commercial architecture, governance, decision-making, agentic AI, and new operating models come together in an organisation that continuously learns, builds, and innovates faster than the market.

    After this keynote, leaders will understand:
    • why AI is ultimately a matter of organisation and leadership;
    • how commercial teams transform into a network of people and AI agents;
    • how to build an organisation that continuously renews itself;
    • why structure becomes the new competitive advantage.

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