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Samantha Phillips


Leader in our consumer work in Europe, the Middle East, and Africa with expertise in commercial strategy, particularly e-commerce-led growth

Samantha is a leader in our Consumer Packaged Goods and Growth, Marketing & Sales Practices in the United Kingdom. She has over a decade of expertise in consumer goods, across fast-moving consumer goods, consumer health and beauty, food, beverage, alcohol, and retail in the United Kingdom and Europe. She brings her clients a deep strength in strategic thinking and consumer insight and a broad knowledge of commercial levers—especially portfolio, channel, and e-commerce—and practical industry experience of go-to-market execution.

Examples of Sam’s recent client experience include the following:

  • shaping a health and wellness strategy for a grocery retailer
  • leading a portfolio transformation program for a global beauty company
  • redesigning the commercial operating model for a consumer health leader in Europe, the Middle East, and Africa (EMEA)
  • creating the go-to-market strategy for the premium portfolio of a global alcohol company

Published Work

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

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

Rebooting retail: How technology will shape the future of retail,” McKinsey & Company, June 2020

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

Past Experience

Reckitt Benckiser Group
Senior key account manager


University of Oxford
BA, economics and management