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Brian Ruwadi

Global Leader, Periscope and Senior Partner, Cleveland

Advises leading retailers on large-scale performance transformations that drive growth and boost financial performance, ranging from advanced-analytics transformations to operational improvements


Brian is the global leader of Periscope by McKinsey, a set of marketing and sales advanced analytics and software solutions. In addition to working with clients on advanced-analytic transformations, he has supported top companies as they pursue large-scale commercial and operational performance transformations.

Working across a range of retail and consumer-goods categories, Brian has advised executives in the apparel, grocery, food-service, and department-store sectors. To achieve notable improvements in performance, he oversees major transformation programs, addressing areas such as pricing, promotions, supply-chain efficiency, marketing and operational excellence, capability building, and performance management. In all cases, the transformation serves the dual goals of reducing complexity and uncovering ways to drive profitability.

Examples of Brian’s recent client work include the following:

  • leading a major grocer’s business-wide performance-transformation program, capturing more than $1 billion in margin improvement
  • redesigning a multicategory retailer’s supply chain, producing significant reductions in markdowns and inventory while improving availability
  • driving a major grocer’s multiyear operational-improvement effort, saving costs while improving product freshness
  • running a big data commercial transformation at a leading grocer to drive better merchandizing and marketing decisions based on customer insights
  • leading a large North American retailer’s multiyear commercial-improvement program, transforming category planning, assortment planning, vendor negotiations, pricing, promotions, and direct marketing
  • guiding a food-service and consumer-goods manufacturer’s end-to-end business transformation, including building an improvement function to reduce complexity and find sources of value

Before joining McKinsey, Brian led the development of a regional bank’s personalized-marketing program for high-value customers, during which he built a best-practice approach and then brought the people within the organization along on the journey to apply it.

Published Work

2020 Top picks: Our most popular articles,” McKinsey & Company, December 2020

Holiday shopping in 2020,” McKinsey & Company, November 2020

2020 Holiday Season: Navigating shopper behaviors in the pandemic,” McKinsey & Company, November 2020

Retail economics in the era of one-day delivery,” McKinsey Quarterly, May 2013

The future of retail supply chains,” McKinsey & Company, February 2013


Case Western Reserve University
MS, operations research

Mount Union College
BA, finance