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Christina Adams


Advises consumer-packaged-goods companies on growth strategies through a variety of channels and is a leader of ConsumerWise

Christina Adams is a partner based out of McKinsey’s Dallas office. She has more than 15 years of commercial consumer-packaged-goods (CPG) experience and does extensive work on marketing and sales optimization, portfolio growth, consumer insights, and capability building to support companies within the consumer-goods and private-equity industries. She is a leader within McKinsey’s Consumer Packaged Goods Practice and brings consumer insights to clients as a leader of ConsumerWise, which provides a 360-degree view of the consumer’s needs and motivations. She has led portfolio optimization and growth-strategy work across personal care, food, beverage, and beauty companies in multiple geographies.

Some of her recent client work includes the following:

  • leading multiple commercial optimization projects across food and beverage companies including go-to-market strategy, route to market, and overall commercial capabilities
  • leading international expansion assessment and M&A strategy for US-based food companies that included an evaluation of plant-based alternatives
  • leading an organization operating model design covering marketing, sales, innovation, and R&D at a global beverage company
  • supporting purpose and sustainability evaluation for a protein company determining its future practices
  • leading complexity transformations such as product assortment, product design, and operations at a global beauty company
  • supporting global CPG companies in innovation, revenue management and pricing, and complexity and assortment optimization—particularly in the context of a high-inflation environment with changing consumer needs and underlying costs
  • leading multiple strategic diligences for acquisition and divestiture for both consumer goods companies and in private-equity
  • leading capability building efforts at a $5B+ food company, which included sharing experiences on diversity, equity, and inclusion

Christina started her career in brand management with a consumer products company where she helped lead business strategy development, including value proposition and focusing on the consumer, channel, and geographic strategy.

Published Work

A monthly update on the state of the US consumer,” McKinsey & Company, ongoing

The cheese stands alone,” McKinsey & Company, April 2023

Top priorities for dairy executives in 2023,” McKinsey & Company, March 2023

Similar yet different: Meet today’s consumer of dairy and alternatives,” McKinsey & Company, March 2023

The beauty battleground: The sprint to win on services,” McKinsey & Company, July 2022

How to stay cool as competition heats up in ice cream and yogurt,” McKinsey & Company, May 2022

How dairy executives are navigating recovery in 2022,” McKinsey & Company, March 2022

What’s next for dairy?,” McKinsey & Company, March 2022

Quarterly Data Snapshot Q3 ’21,” Beauty Independent, May 2021

What US dairy executives learned from the pandemic,” McKinsey & Company, May 2021

How the COVID-19 pandemic has changed dairy preferences among US consumers,” McKinsey & Company, May 2021

What’s ahead for the dairy industry,” McKinsey & Company, May 2021

Mastering complexity with the consumer-first product portfolio,” McKinsey & Company, October 2020

What’s next for the North American dairy industry?,” McKinsey & Company, August 2020

Harnessing the power of simplicity in a complex consumer-product environment,” McKinsey & Company, June 2020

Disruption in the dairy aisle,” McKinsey & Company, March 2020

Five insights into the views and behaviors of the US dairy consumer,” McKinsey & Company, September 2019

The evolving perspectives and strategies of dairy executives,” McKinsey & Company, July 2019

A winning growth formula for dairy,” McKinsey & Company, March 2019

Past Experience

Procter & Gamble
Brand manager


Harvard Business School

Harvard College
AB, government