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Anders Bärlund

Partner, Manila
Leads our retail commercial transformation work in Asia-Pacific and advises on marketing and sales issues as well as broad transformation programs, with a focus on retail and other consumer facing sectors

About Anders

Anders co-leads McKinsey’s Philippines office. He also co-leads digital work for our Consumer Practice in Asia. Since joining the firm, Anders has worked primarily in marketing and sales, and on broad transformation programs, focusing on the consumer goods sector and consumer segments within retail and automotive. Anders led McKinsey’s Consumer Packaged Goods and Retail Practices in Scandinavia before relocating to Manila.

Anders has led projects to develop growth strategies, achieve commercial transformations, optimize pricing and promotions, deliver consumer insights, transform overall marketing performance, and develop digital growth strategies.

His recent work includes:

  • leading a diagnostic, planning, and execution program to turn around a multi-format retailer across several areas (pricing and promotions, format renewal, private brands strategy, fresh category revamp, assortment optimization, indirect procurement, and store and distribution center operations)
  • applying advanced analytics to diagnose commercial opportunities for two subsidiaries of an Asian multinational retailer
  • helping a regional category leader in the 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

Published Work

How Filipino consumer businesses can boost performance,” McKinsey & Company, June 2017


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