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Pedro Fernandes

PartnerSão Paulo

Advises consumer packaged goods clients on best-in-class marketing and sales practices

Pedro is a partner based in the São Paolo office and currently focuses on driving growth for consumer packaged goods companies through the adoption of best-in-class marketing and sales practices. He also brings consumer insights to LatAm clients as a leader of ConsumerWise, which provides a 360-degree view of the consumer’s needs and motivations.

Pedro joined McKinsey in 2018 after working in several senior commercial positions at a leading multinational beverage company. He has extensive experience in revenue growth management, go-to-market strategy, and sales force effectiveness.

Examples of Pedro’s recent projects include the following:

  • guiding revenue growth management at a leading company in the general merchandise category, building the team and its capabilities, and delivering strong margin improvements
  • driving a commercial transformation that delivered double digit margin improvements in the Brazilian subsidiary of a multinational food conglomerate
  • organizing the redesign of a transformation office at a large private consumer conglomerate in Brazil
  • reviewing the go-to-market strategy of the Brazilian subsidiary of a large multinational consumer company
  • redesigning the commercial policy and trade terms of the Brazilian subsidiary of large multinational consumer company

Pedro is a native speaker of Portuguese, and is also fluent in Spanish and English.

Published work

Leaders in Latin American CPG: A commercial excellence evolution,” McKinsey & Company, March 2025

Past Experience

Anheuser-Busch InBev
Business Unit President, Chile & Paraguay
Global VP, Home Consumption
Global VP, Revenue Management

Gradus
Consultant

Education

INSEAD
MBA

Kellogg School of Business/Northwestern University
Marketing

Universidade de São Paulo/Escola Politécnica
Industrial Engineering