About Anders

Anders Bärlund co-leads McKinsey’s Philippines office, based in Manila.  Since joining the firm in 2004, Anders has worked primarily within the areas of marketing and sales, and broad transformation programs, focusing on the consumer-goods sector and the consumer segments within the retail and automotive industries. Anders led McKinsey’s Consumer and Retail Practice in Scandinavia before relocating to Manila in 2014.

Anders has led projects to develop growth strategies, optimize pricing and promotions, outsource operations and set up shared services centers, develop consumer insights, and transform overall marketing performance.

His recent work includes:

  • helping a regional category leader in the fast-moving consumer-goods sector to redefine its product, pricing, and positioning strategies for its home market
  • orchestrating the design of a completely new online business for a major retailer, including crafting the business model; developing supply-chain, commercial, and pricing solutions; and creating an interface and fulfillment model
  • helping to develop a new pricing, promotions, and trade-terms toolbox for a confectionary producer, including running local pilots to test and refine concepts
  • running a program over multiple waves diagnosing, designing, and implementing a large-scale revenue-management program for a global automotive manufacturer


The Institute of Technology, Linköping University
MS, industrial engineering and management