As a leader McKinsey’s Digital Marketing and Sales group in Latin America, Fernanda’s work with clients has spanned every aspect of a project, from design to execution and testing.
Among the companies she has helped are a global consumer packaged goods player, to develop and implement a marketing organization design and e-commerce strategy. She also worked with a large (700+ stores) Brazilian retail chain to develop a tailored multichannel strategy and an e-commerce launch.
Other recent successful client engagements include developing a brand architecture and category strategy for a food company and guiding an apparel retailer’s efforts to enhance customer value through store layout redesign (including the fine-tuning of the proposed changes with consumers through a mock-up store).
For the past three years she has co-led our program in Brazil involving more than fifty companies and devoted to generating and spreading insights into digital marketing.
“Meet the new Brazilian consumer,” McKinsey & Company, 2016
“The future of the shopping mall,” McKinsey on Marketing & Sales, November 2014
“Brazil's e-psyche: Grasping trends in an elusive market,” McKinsey on Marketing & Sales, February 2013
“Brazil briefing: Where is the e-commerce market going?” McKinsey on Marketing & Sales, July 2012
“Getting to know you: How Brazil's consumers use the Internet,” McKinsey on Marketing & Sales, March 2012
“Make it social with Brazil's digital consumer,” McKinsey on Marketing & Sales, March 2012
“Getting to know you: How to reach Brazil's burgeoning middle class,” McKinsey on Marketing & Sales, January 2012
“The Beauty of Brazil,” McKinsey on Marketing & Sales, September 2010
“Lost horizons: Why Brazilian companies have yet to crack the digital code,” McKinsey on Marketing & Sales, September 2010
Massachusetts Institute of Technology
Institute of Management Development
Executive program in innovation