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René Schmutzler

Partner, Hamburg
Works with leading consumer-goods manufacturers and retailers on developing and implementing growth strategies globally

About René

René is a partner and core member of the Consumer Packaged Goods and Retail Practices. He coleads our thinking on the new model for consumer goods and customer management, and serves some of the most iconic global and local consumer goods companies in categories including beer, consumer health, food, home care, nonalcoholic beverages, personal care, prestige, and spirits. René’s core expertise is in developing growth strategies, revenue growth management and pricing, key account management, route to market, and operating models. He has coauthored several highly read publications in his areas of expertise.

Examples of his recent work include the following:

  • shaping the long-term growth strategy of a leading fast-moving consumer goods company by addressing digital disruption and changing consumer preferences, and leveraging geographic momentum
  • developing and piloting a multi-market key account management, international pricing, and commercial policy program and implementing advanced analytics engines in Europe, the Middle East, and Africa
  • designing and rolling out a next-level revenue growth management program for a leading global beverage company, which led interventions in several European countries and Japan

Published Work

Akzente: Weiter so war gestern: Das Zukunftsmodell der Konsumgüterindustrie, McKinsey & Company, June 2021

A new model for the consumer-goods industry,” McKinsey & Company, December 2020

What got us here won’t get us there: A new model for the consumer goods industry,” McKinsey & Company, July 2020

Akzente: COVID-19: Auf dem Weg zum „Next Normal“ and Heute die Pole Position für morgen sichern, McKinsey & Company, May 2020

Akzente: Perspektive COVID-19 – Erfahrungen, Handlungsempfehlungen und Szenarien, McKinsey & Company, March 2020

Akzente: Key Account Management 2.0 – auf Augenhöhe mit dem Handel, McKinsey & Company, December 2019

Akzente: Die nächste Wachstumskurve – Revenue Growth Management, McKinsey & Company, September 2018

Akzente: Wachstumsmotor Vertrieb, McKinsey & Company, December 2016

The sales practices of Europe's leading consumer-goods companies,” McKinsey & Company, November 2016

New frontiers in customer and channel management: Learning from the winners,” McKinsey & Company for Nielsen, 2016


WHU—Otto Beisheim School of Management

ESB Business School
Diploma, business administration

Lancaster University
BBA, business administration