About Felipe

Felipe specializes in route-to-market and revenue management for consumer-goods companies, helping them identify ways to improve growth and profitability by optimizing their commercial strategies. He leads the firm's revenue growth management work in Latin America

As an expert principal, he helps local and global fast-moving-consumer-goods companies set strategy, boost sales, and drive operational and performance improvement programs.

Examples of his recent client work include the following:

  • leading a multimarket revenue-growth-management transformation—covering pricing, promotions, and assortment—for a leading consumer company in Latin America
  • optimizing the promotional investment of a beverage company in Spain
  • developing the pricing strategy for a Hispanic snacks company in the United States
  • creating pricing, promotions, and trade architecture for a consumer-packaged-goods company in Brazil

Published work

Lessons from Latin America’s leading consumer-goods companies,” McKinsey & Company, June 2016

Achieving customer-management excellence in emerging markets,” McKinsey & Company, September 2015


Stanford University
MA, management science

Panamerican University
BS, industrial engineering