As a leader of McKinsey's agile insights capabilities and our consumer insights hub, Tamara works with consumer-facing companies to drive brand transformation, growth, and innovation by deeply understanding consumers’ needs, beliefs, behaviors, and preferences. Her experience spans branding, marketing, and strategy decisions that can be shaped and reshaped by the changing consumer.
Tamara loves delving into the “why” by gaining insight into the motivations and preferences that drive consumer behavior. Based on her expertise, Tamara counsels clients on how to best address consumers’ needs. She brings this expertise and passion into her work and partners with organizations that are growing or innovating, as well as with private-equity companies evaluating or nurturing brands with strong consumer pull that will spur substantial growth.
Examples of Tamara’s recent work include the following:
- guiding the creation and activation of global segmentation for an apparel company, including the ongoing transformation of its insights and analytics function
- supporting the strategy development and customer experience design for the launch of a new national retail company
- guiding private-equity companies through diligence and exit strategy for retail and consumer brands
- Advising multiple retail and consumer companies through strategic refreshes of brand potential by using segmentation and brand positioning
Tamara authors McKinsey’s industry-leading research on consumer sentiment. She is also a frequent author on consumer insights topics and regularly speaks at industry forums. Tamara occasionally conducts in-home ethnographies and is a RIVA-trained qualitative moderator.
Before McKinsey, Tamara was involved in several not for profits and nongovernmental organizations in a professional capacity. She continues to be involved in her areas of passion as a community and board member.