Max is partner in the firm’s Lima office and Leads the Cosumer Practice for Spanish LatAm.
Over his career, Max has accumulated deep performance transformation experience across levers within the consumer-goods industry, and has a strong background with CPG companies, digital and analytic transformations, performance transformations, M&A due diligence, and project-marketing management execution.
Some examples of Max’s recent work include the following:
- Leading the process to launch new digital businesses within incumbent companies, including a foodservice company suppling restaurants, food-and-beverage CPG companies supplying the fragmented trade, and retailers serving direct-end consumers, among others
- Leading the digital-and-analytic center of excellence design for a regional CPG group, which included a two-year roadmap agenda across organization structure, use-case execution, and data-infrastructure development
- Leading the sales-journey transformation for a regional CPG company through microsegmentation, handheld application redesign, and a sales-force change-management program to enable a digital-and-analytics driven execution
- Developing revenue-growth management recommendations in pricing by leveraging insights from shopper-purchase structures and cross elasticities for a regional North American company
- Redesigning go-to-market models for a direct-store-delivery company leveraging segmentation models in fragmented trade
- Leading the performance-transformation plan for a food producer to double its EBITDA performance in two years
- Leading the due-diligence process and equity story to acquire household care, food-and-commodity manufacturing, and retail assets in the Latin American region, among others
- Preparing the growth plan to double business and improve profits for a food manufacturer in the Caribbean
- Leading procurement-transformation processes for global food company and a regional paper company
- Guiding the finance function for a regional plant over four years, which was focused on operations-process efficiency, procurement, and compensation management
Prior to joining McKinsey 12 years ago, Max spent ten years with a multinational CPG company, which gave him extensive expertise in managing projects focused on marketing, sales and operations functions, financial analysis, and business transformations.
In addition to being a native Spanish speaker, Max is fluent in English and speaks conversational German.