About Felix

An active figure in our Consumer Packaged Goods Practice in Greater China as well as Asia, Felix leads our consumer marketing and sales work in Asia. In this capacity, he advises consumer goods companies and retailers on priority topics, such as category and portfolio strategy, revenue growth management, and route-to-market strategy, including distributor and channel management.

Felix began his McKinsey career in our Malaysia office in 2001, transferring to San Francisco after receiving an MBA from Stanford in 2006. He then moved to Shanghai at the end of 2010.

Felix focuses on the entry and expansion of China- and Asia-based companies, helping executives develop and implement appropriate go-to-market strategies.

Examples of his work include the following:

  • conducting an end-to-end brand assessment review for a leading multinational cosmetics company in China
  • developing the route-to-market and revenue growth management strategy for a leading multinational beverage company in China
  • leading the zero-based budgeting program for a major snack foods company across ten Asian markets
  • enhancing the trade spend process and boosting the promotional effectiveness of a major snack foods company in China
  • leading the development of a new route-to-market model for fragmented trade for a leading multinational confectionery company across multiple markets

Passionate about sharing his expertise in China and across Asia, Felix has written and contributed to numerous articles. Felix speaks English and Mandarin fluently.

Published work

How consumer-goods companies can win in Southeast Asia,” McKinsey & Company, November 2018

Commercial excellence in China: Lessons from the top CPG companies,” McKinsey & Company, October 2018

Partnering with China’s retailers: A guide for consumer goods companies,” McKinsey & Company, February 2017

Seizing the consumer packaged goods opportunity in China,” McKinsey & Company, December 2015

Winning in the Gulf region’s consumer-goods market,” McKinsey & Company, December 2015

Understanding Indonesia’s consumer-goods market,” McKinsey & Company, September 2015

Winning in Indonesia’s consumer-goods market,” McKinsey & Company, September 2015

Winning the battle for China’s new middle class,” McKinsey Quarterly, June 2013

From oxcart to Wal-Mart: Four keys to reaching emerging market consumers,” McKinsey Quarterly, October 2012

Education

Stanford Graduate School of Business
MBA

University of Cambridge
BA, economics