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Simon Wintels


Simon Wintels


Helps consumer-goods and retail clients capture growth through excellence in strategy, digital and advanced analytics, marketing and sales, and supply-chain management

Simon is a leader in our Retail and Consumer Packaged Goods Practices in Southeast Asia. He leads our work on digital and advanced transformation in consumer-goods companies in Asia.

Simon works primarily with retail and consumer goods clients in China, Japan, and Southeast Asia. He supports clients on a range of issues related to strategy, revenue growth management, digital and advanced analytics, sales-force transformations, and supply chain.

Examples of Simon’s recent client work include the following:

  • helping a leading Vietnamese conglomerate create a digital ecosystem strategy that included a loyalty program and customer loyalty management analytics
  • supporting a global beverages manufacturer by identifying more than $100 million in potential in Asia through revenue growth management and by outlining organizational implications
  • leading a pan-Asian revenue growth management program aimed at capturing more than $3 billion in sales growth in multiple markets, which also involved building client capabilities in advanced analytics
  • worked with a leading multinational consumer-products company in developing and rolling out a route-to-market approach in its Indonesia business, using advanced analytics to identify high-potential segments and reallocate its sales force
  • supported a leading fast-moving consumer-goods company in creating its manufacturing footprint in the Association of Southeast Asian Nations
Simon first joined McKinsey’s Amsterdam office in 2007. He transferred to Japan in 2015 before joining our Singapore office in 2017.

Published work

Grocery retail in Asia: Thriving in changing consumption patterns,” McKinsey & Company, December 2023

Resellers: The unseen engine of Indonesian e-commerce,” McKinsey & Company, April 2023

An early view of post-COVID-19 discretionary spending in Asia,” McKinsey & Company, June 2020

Reimagining food retail in Asia after COVID-19,” McKinsey & Company, April 2020

Defending Southeast Asian consumer-company value in a digital age,” McKinsey & Company, December 2019

How consumer-goods companies can win in Southeast Asia,” McKinsey & Company, November 2018

Commercial excellence in China: Lessons from the top CPG companies,” McKinsey & Company, October 2018

The digital archipelago: How online commerce is driving Indonesia’s economic development,” McKinsey & Company, August 2018

Partnering with China’s retailers: A guide for consumer-goods companies,” McKinsey & Company, February 2017

Is your company a value creator or a value destroyer?” McKinsey & Company, August 2015


London Business School

St. John’s College, University of Cambridge
MPhil, micro- and nanotechnology enterprise

Utrecht University
BSc, physical chemistry