Miguel joined McKinsey in 2014 and spends most of his time on marketing, sales, growth, and strategy topics, collaborating with the largest consumer-packaged-goods (CPG) and consumer-facing companies in Mexico, Latin America and other fragmented trade markets around the world.
He also leads the firm’s sales and in-store excellence domain in Latin America and our commercial excellence benchmarking effort in the region.
Examples of his recent client work include the following:
- delivering a strategy for a CPG in Mexico to grow revenues from $2 to $4 billion in five years
- delivering a new direct route-to-market model including service model, segmentation, value proposition, and piloting for a Mexican food company
- designing a commercial transformation for a dairy producer in Latin America, including the evolution of its direct-store delivery channel
- crafting a direct-to-consumer strategy for a fast-moving consumer-goods company in Mexico, defining the vision, value proposition, and operating model
- defining a market-entry strategy for a modern-trade retailer into a Latin American country, understanding the local market dynamics, consumer behavior, and high potential geographies while delivering an operating model to implement
- developing revenue growth management capabilities for a household-cleaning-goods company in Mexico, creating pricing strategies based on elasticities, and ROI-based promotion strategies with an impact of approximately 3.5 percent return on sales
- designing a new direct route-to-market model to increase reach in the traditional trade, including outlet segmentation, value proposition for store owners, and sales-force operating model
Miguel is originally from El Salvador and enjoys barbequing, motorsports, and spending time with his family.