Fernando is a leader in McKinsey’s Retail & Consumer Packaged Goods (CPG) Practice in Latin America. He heads our initiatives on digital sales and digital business building for the region and leads the firm’s Growth, Marketing & Sales Practice in Mexico. Before relocating to Mexico, he led the CPG and retail units in Spanish Latin America. With his extensive expertise, he helps business-to-consumer (B2C) companies implement digital and analytic capabilities to accelerate growth (e.g., personalization at scale, revenue growth management, and digital sales acceleration).
Fernando has successfully led growth transformations for consumer and retail companies across Colombia, Peru, Mexico, Chile, Ecuador, and Central America.
Examples of his client work include:
- accelerating digital sales of a leading quick service restaurant in Mexico; including launching a conversational commerce channel on WhatsApp, optimizing digital marketing efforts, and deploying personalization capabilities
- launching a digital attacker to disrupt the fragmented channel in Latin America for a CPG company
- implementing point-of-sales segmentation, advanced consumer pricing techniques, and promotion effectiveness for a multinational B2C company across multiple countries in Latin America
- implementing an advanced analytics pricing and promo platform for a multinational CPG across multiple countries in Latin America
Before joining McKinsey as a business analyst and making his way to partner, Fernando gained valuable experience as a financial manager for fabric and home care at Procter & Gamble Company, evaluating and executing cost-saving measures. He also worked at Citigroup Inc., structuring and issuing fixed-income instruments for corporate clients and government institutions. Fernando is fluent in both English and Spanish.