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
“Meet the new Brazilian consumer,” McKinsey & Company, 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
Natura
Marketing
Education
Massachusetts Institute of Technology
PhD
Institute of Management Development
Executive program, innovation