This is a profile image of Thomas Rüdiger Smith

Thomas Rüdiger Smith


Leads McKinsey’s consumer and retail work in Australia and New Zealand with a focus on supporting consumer and retail clients by implementing data-driven commercial transformations

Grounded in a deep passion for consumers and growth, Thomas has focused for more than a decade on supporting consumer and retail clients across Asia-Pacific and Europe to achieve their commercial and growth aspirations.

Thomas serves clients across a broad set of consumer-facing sectors, including consumer packaged goods, retail, retail banking, and insurance. His expertise includes working with senior leaders to develop data-driven commercial optimisation, segmented growth strategies and execution, multichannel, go-to-market approaches, and digital propositions.

Beyond serving clients on their commercial objectives, Thomas is deeply passionate about consumer trends and insights. He has led the detailed mapping of Generation Z across Asia-Pacific and understanding the impact of COVID-19 on consumers in Australia.

Examples of his recent client work include the following:

  • building a new revenue growth management approach for a globally leading fast-moving consumer goods organisation with a focus on optimising promotional approach and new pack formats
  • leading a comprehensive commercial spending optimisation and allocation strategy using advanced analytics for globally leading beverage company
  • defining a detailed go-to-market approach and assortment strategy for consumer packaged goods companies in Australia using advanced analytics
  • leading multiple due diligences of Australian and New Zealand assets within the natural food and beauty industry
  • developing digital transformation and asset-building for a leading Asia-Pacific nonfood retailer

Thomas is a frequent speaker and presenter at Australian industry events on global and local consumer topics.


Why retail outperformers are pulling ahead,” McKinsey & Company, July 2021

Behind the trend lines: What 12 Australian families can teach us about changing consumers,” McKinsey & Company, June 2021

Getting acquainted with a more mindful Australian consumer,” McKinsey & Company, November 2020

Survey: Australian consumer sentiment during the coronavirus crisis,” McKinsey & Company, September 2020

Australia’s next normal: The cautious consumer,” McKinsey & Company, August 2020

What makes Asia−Pacific’s Generation Z different?,” McKinsey & Company, June 2020

Survey: New Zealand consumer sentiment during the coronavirus crisis,” McKinsey & Company, June 2020

As physical doors close, new digital doors swing open,” McKinsey & Company, May 2020

The curse of ‘The Lucky Country’: In search of economic antidotes to COVID-19,” McKinsey & Company, May 2020

Asia’s Generation Z comes of age,” McKinsey & Company, March 2020

Managing a customer-experience transformation in banking,” McKinsey & Company, October 2018


Università Bocconi
MS, CEMS, master’s in management

Copenhagen Business School
MS, finance and strategic management
BA, international business