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Stefan Rickert

Partner, Hamburg
Coleads our consumer pricing work globally and leads our customer- and channel-management work in Europe, Africa, and the Middle East, serving clients across a wide array of consumer industries

Über Stefan

Stefan works to deliver growth, operational excellence, and commercial transformations for a variety of business functions, such as customer and revenue management, sales and channel management, and marketing and sales. He has worked for 10 of the 30 leading global consumer-goods companies on customer and revenue management. He works widely in the consumer sector—with recent engagements for food, beverage (alcoholic and non-alcoholic), consumer health, personal care, beauty, and consumer-electronics clients.

Stefan writes frequently about topics pertinent to the clients and industries he serves. He has published several articles on growth strategy and commercial transformation in industry publications. His articles have covered McKinsey’s Fit for Europe approach; customer-management benchmarking in Europe, the Middle East, and Africa (EMEA); advanced analytics; commercial excellence; and CityNav (a proprietary database offering perpectives on consumer growth in cities).

Stefan’s professional experience is wide ranging:

Growth strategy

  • developing EMEA growth strategies and go-to-market models for several food and non-food fast-moving consumer-goods (FMCG) companies
  • creating global portfolio and marketing strategies across consumer sectors
  • designing go-to-market strategies for several emerging-market organizations
  • developing revenue growth strategy across industry sectors in Western Europe, Central and Eastern Europe, and Africa

Operating model

  • designing agile operating models for a consumer-products company along business-growth drivers
  • creating in-market operating models for several FMCG companies to optimize marketing, shopper marketing, and sales and move toward integrated planning

Commercial transformation and revenue management

  • optimizing pricing, promotions, and trade-terms management for global FMCG companies
  • creating trade-marketing programs to help clients win in growing channels
  • executing a segmented sales program across a variety of industries

Published Work

The next wave of consumer M&A: Executing for value,” McKinsey & Company, October 2019

The next growth curve”, McKinsey & Company, February 2018

An industry reinvents itself” McKinsey & Company, January 2018

Marrying science and business judgment to drive growth in consumer packaged goods,” McKinsey & Company, December 2016

The sales practices of Europe’s leading consumer-goods companies,” McKinsey & Company, November 2016

New frontiers in customer and channel management—learning from the winners” (PDF–1.52MB), McKinsey & Company, October 2016

A perfect storm brewing in the global beer business,” McKinsey & Company, June 2015

Pinpointing the markets with the highest growth potential” (PDF–121KB) McKinsey & Company, 2013

The power of advanced analytics in revenue management” (PDF–68KB), McKinsey & Company, 2013


University of Bremen
PhD, business administration, marketing

Christian-Albrechts Universität zu Kiel and McMaster University
MA, econometrics, management