About Fernanda

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.

Published work

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

Past experience

Natura
Marketing

Education

Massachusetts Institute of Technology
PhD

Institute of Management Development
Executive program in innovation