This is a profile image of Max Magni

Max Magni

Senior PartnerNew Jersey

Leader of our NeXT Commerce global initiative; advises leading multinational consumer-goods companies for growth and performance across borders; brings deep expertise in consumer insights across the globe


Max leads the firm’s NeXT Commerce global initiative, advising global, fast-moving, consumer-goods companies and leading retailers on e-commerce, digital, and growth-related topics. He brings focused expertise in food and beverage, health and wellness, personal care, and toys and gaming.

Max began his McKinsey career in our Milan office in 2000 and later transferred to New Jersey. He also spent eight years in Asia, where he led our Consumer Goods Practice for the region.

Examples of his work include the following:

  • designing, implementing, and operating the e-commerce platform for a major grocery retailer in North America
  • designing and building the B2C platform for a Latin American beverage manufacturer, offering enhanced services to consumers shopping across a multicountry network of “mom-and-pop” stores
  • implementing a new digital e-commerce strategy for a major toy and game manufacturer
  • developing a new US e-commerce strategy for a global pet-care manufacturer
  • designing the strategic plan and launching a new celebrity beauty brand around the world, leveraging traditional and new e-commerce platforms
  • developing and implementing a new global, omnichannel revenue growth management model for a leading personal and home-care manufacturer
  • revamping the product, brand portfolio, and omnichannel value proposition for a major confectionary company to tap into mass opportunity while trading-up consumers across Asia
  • developing a long-term, global, digital-first strategy for a coffee company, helping establish an omnichannel value proposition that supports strong, sustainable growth

Before joining McKinsey, Max served in the Italian military. He speaks Italian, English, and Spanish fluently, and has a basic knowledge of French and Mandarin.

Published work

Social commerce: The future of how consumers interact with brands,” McKinsey & Company, October 2022

Resetting the e-commerce model to achieve profitable growth in Europe,” McKinsey & Company, September 2022

E-commerce: At the center of profitable growth in consumer goods,” McKinsey & Company, July 2022

The new B2B growth equation,” McKinsey & Company, February 2022

Racial equity in financial services,” McKinsey & Company, September 2020

How CPG companies can sustain profitable growth in the next normal,” McKinsey & Company, July 2020

McKinsey 2020 Global Consumer Sentiment Survey: A tale of two segments,” McKinsey & Company, February 2020

US consumers in 2019 are ready to spend—but wisely,” McKinsey & Company, December 2019

Marketing’s hidden treasure: Better CPE can unlock millions to fuel growth,” McKinsey & Company, June 2018

How are consumers feeling about their finances?,” McKinsey & Company, February 2018

More Americans feel financially secure, but they’ve learned new shopping habits,” McKinsey & Company, February 2018 


Harvard Business School

Bocconi University
Undergraduate, international econometrics