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Max Magni

Senior Partner, New Jersey
Advises leading multinational consumer-goods companies as they seek growth and performance across borders; brings deep expertise in consumer insights across the globe

About Max

Max leads McKinsey’s global Marketing & Sales Practice for consumer goods. In this capacity, he seeks to deepen our advisory support to consumer-goods companies as they address crucial challenges—for example, using smart marketing to enhance relationships with customers and boosting profitable top-line growth through effective commercial spending.

Max began his McKinsey career in our Milan office, in 2000, and transferred to our New Jersey location after receiving an MBA from Harvard, in 2003. He then spent seven years in Asia, where he led our Consumer Goods Practice in the region. The insights he gained into the Asian market inspired him to focus closely on the consumer’s buying behavior, which he continues to explore as one of the leaders of our Consumer & Shopper Insights team.

In his current consulting work, Max advises executives at global fast-moving-consumer-goods companies and leading retailers. He helps food and beverage, personal-care, home-care, and toy and game companies find new sources of growth by boosting performance in areas such as brand-portfolio management, product management, and the pursuit of global acquisitions.

Examples of his work include:

  • helping an Asia-based conglomerate build a multibillion-dollar food business in the United States
  • designing and executing a new global online strategy for a major toy and board-game manufacturer
  • helping a multinational nonalcoholic-beverage bottler design and manage the transition process for an acquisition in the Philippines
  • piloting and testing a new registered-trademark approach for a major confectionary company to ease the challenges of fragmented trade across borders
  • setting a long-term global strategy for a major multinational beauty corporation, establishing a path for sustainable growth over the next decade
  • revamping the go-to-market strategy for a top food and beverage manufacturer in North America
  • revamping the product and brand portfolio for a major multinational food and confectionary corporation in China.

Max is a frequent author, publishing articles to help companies better understand the consumers they design products for and the retailers they partner with.

Before joining McKinsey, Max served in the Italian Army’s tank division as a first chosen corporal. He speaks Italian and English fluently, is conversant with French and Spanish, and has a basic knowledge of Mandarin.

Published work

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

Chinese consumers: Revisiting our predictions”, McKinsey Quarterly, October 2016

Meet today’s American consumer,” McKinsey & Company, June 2016

Playing catch-up: How to partner with the retailer of the future,” McKinsey & Company, June 2016

Saving scrimping, and … splurging? New insights into consumer behavior,” McKinsey & Company, March 2016

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


Harvard Business School

Bocconi University
Undergraduate, international econometrics