Fernanda heads McKinsey’s Growth, Marketing & Sales Practice in Latin America, working with consumer-facing industries to drive transformational growth through sharper strategies and stronger capabilities. Known for forging deep relationships with the companies she serves, Fernanda helps clients navigate complex challenges and create sustainable growth advantages.
Her work focuses on achieving top-line performance across broad transformations, revenue and growth management, marketing effectiveness, and strategy.
Fernanda is passionate about customer insights and their implications across industries, having led McKinsey’s thinking on themes such as Gen Z, seniors, the emerging middle class, and more.
She previously led McKinsey’s Consumer Practice in Brazil.
Examples of Fernanda’s recent client work include:
- designing the growth strategy, value proposition, and customer acquisition model to boost the growth of a home service provider
- fully digitizing sales channels and developing digital products in record time for a major brick-and-mortar retailer
- unlocking growth for leading apparel brands through digital marketing initiatives, including a customer acquisition approach, personalization, conversational commerce, and required technology and capability upgrades
- resetting sales volume growth for a global B2B packaging company through a new sales approach
- designing the growth strategy and go-to-market approach for a health provider in the outpatient care segment
- transforming end-to-end top-line performance across industries through revenue growth management, marketing effectiveness, and sales effectiveness