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Fernanda Hoefel

PartnerSão Paulo

Member of the consumer group in Latin America, working with retail and consumer clients, and shopping malls, to drive value creation through end-to-end commercial transformations

Fernanda’s work focuses on achieving top-line performance, including broad commercial transformations, revenue and growth management, marketing effectiveness, and strategy. She leads our consumer-insight work in Latin America.

Recent examples for her work:

  • developing new pricing approaches for several consumer-goods companies across Latin America, including developing tools and processes, and capability building
  • leading the end-to-end commercial transformation of a services provider in Brazil, including establishing new commercial policies, pricing tools, processes, and governance
  • delivering a tailored multichannel strategy and an e-commerce launch for a Brazilian retail chain
  • redesigning the consumer experience for a leading shopping mall business across Latin America
  • developing and implementing a marketing-organization-design and e-commerce strategy for a global consumer-goods company
  • designing a brand architecture and category strategy for a food company in Brazil
  • guiding an apparel retailer’s efforts to enhance customer value through store layout redesign, including fine-tuning the proposed changes with consumers by creating a store mock-up

Published work

Gen Z and the Latin American consumer today,” McKinsey & Company, December 2020

‘True Gen’: Generation Z and its implications for companies,” McKinsey & Company, November 2018

Meet the new Brazilian consumer,” McKinsey & Company, June 2016

The future of the shopping mall,” McKinsey & Company, November 2014

Brazil's e-psyche: Grasping trends in an elusive market,” McKinsey on Marketing & Sales, February 2013

Brazil briefing: Where is the e-commerce market going?” McKinsey on Marketing & Sales, July 2012

Getting to know you: How Brazil's consumers use the Internet,” McKinsey on Marketing & Sales, March 2012

Make it social with Brazil's digital consumer,” McKinsey on Marketing & Sales, March 2012

Getting to know you: How to reach Brazil's burgeoning middle class,” McKinsey on Marketing & Sales, January 2012

Past experience



Massachusetts Institute of Technology

Institute of Management Development
Executive program, innovation