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Ryan Murphy


Helps consumer companies achieve growth through improved strategy and performance, with expertise in revenue-growth management, commercial excellence, sales and key-account management, advanced analytics, and omnichannel and e-commerce strategy

Ryan is a leader in our Consumer Packaged Goods Practice in North America with a focus on commercial excellence, and sales and key-account management. He works across a range of sectors—food, beverages (alcoholic and non-alcoholic), personal and household care, and kitchen-based appliances and technology. In addition to working with clients on their commercial excellence, and sales and key-account-management topics, Ryan also advises on revenue-growth management, advanced analytics, and omnichannel and e-commerce strategy.

Recent examples of his work include the following:

  • re-designing the go-to-market strategy of an appliance manufacturer in two of its biggest markets
  • accelerating the growth trajectories of a global food and beverage manufacturer and a personal-care manufacturer via revenue management and capability transformations
  • designing and launching a new sales organization for a large food and beverage manufacturer
  • developing an online-channel strategy for a leading beverage company, covering e-commerce and direct to consumer
  • creating an advanced-analytics capability in a core marketing and sales function for a global beverage manufacturer
  • defining and executing an international growth strategy, including identifying markets for development and exit for a large food and beverage manufacturer

Published work

The execution imperative for European consumer-goods companies,” McKinsey & Company, December 2022

Winning with commercial excellence: Ten lessons for consumer goods,” McKinsey & Company, June 2022

Charting a winning course for CPG value creation,” McKinsey & Company, November 2021

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

Revenue growth management in the COVID-19 crisis,” McKinsey & Company, May 2020

Rapidly forecasting demand and adapting commercial plans in a pandemic,” McKinsey & Company, April 2020

How analytics can drive growth in consumer-packaged-goods trade promotions,” McKinsey & Company, October 2019

Three steps to unlock growth with smarter pricing,” McKinsey & Company, May 2015


Harvard University, Graduate School of Business Administration

University of Virginia, School of Engineering
BS, systems and information engineering