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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

An update on US consumer sentiment,” McKinsey & Company, ongoing

Consumers: Spending more to buy less,” McKinsey & Company, February 2024

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