This is a profile image of Tracy Francis

Tracy Francis

Senior PartnerSão Paulo

Leads our consumer packaged goods and retail work in Latin America, helping leading consumer-focused companies drive transformations, and is a member of the firm’s global leadership team, known as the Acceleration Team, leading reach and engagement


Tracy is the head of McKinsey’s Consumer Packaged Goods and Retail Practices in Central and South America and is a member of the firm’s global leadership team, known as the Acceleration Team, leading reach and engagement. She previously founded and led our Latin American Healthcare Practice.

Since 2004, Tracy has provided advisory support to executives and government leaders in Brazil. She has served a wide variety of companies and institutions including retailers, consumer goods manufacturers, pharmaceutical companies, health care providers, and national health systems. Taking a transformational view, she guides efforts to help leaders find new sources of growth, find commercial opportunities, drive turnarounds, and improve quality. She is particularly interested in consumer sentiment and behavior.

Examples of her work include:

  • delivering a turnaround for a major retailer, addressing all value creation levers
  • delivering a commercial transformation for an apparel retailer
  • developing a growth strategy and market access approach for a major pharmaceutical player
  • delivering an industry-wide approach for improving the Brazilian healthcare system

Tracy closely tracks trends affecting Brazil’s largest consumer industries. As market dynamics shift, she contributes to efforts to track sources of opportunity and evaluate changing customer preferences.

A native Australian, Tracy first joined McKinsey in our Sydney office in 1997 and moved to the San Francisco office in 2002 before transferring to São Paulo. She is fluent in English and Portuguese.

Published work

‘Find the smartest technologist in the company and make them CEO’,” McKinsey Quarterly, June 2022

The path to sustainable and inclusive growth,” McKinsey & Company, April 2022

Our future lives and livelihoods: Sustainable and inclusive and growing,” McKinsey Quarterly, October 2021

Gen Z and the Latin American consumer today,” McKinsey & Company, December 2020

How consumer-goods companies can prepare for the next normal,” McKinsey & Company, April 2020

‘True Gen’: Generation Z and its implications for companies,” McKinsey & Company, November 2018

Maintaining momentum in Brazil’s pharmaceutical market,” McKinsey & Company, April 2015

Capturing the Brazilian pharma opportunity,” McKinsey & Company, April 2012

“From quantity to quality: The health of the Brazilian healthcare industry,” Perspectives on Healthcare in Latin America, McKinsey & Company, September 2011

“The beauty of Brazil,” McKinsey on Marketing & Sales, McKinsey & Company, November 2010

“How big retailers can serve Brazil's mass-market shoppers,” McKinsey Quarterly, March 2007

Past experience

DingoBlue PTY Ltd
marketing director

Blake Dawson Waldron


Stanford University, Graduate School of Business

New South Wales, University of Australia
LLB, Law

New South Wales, University of Australia