Mr Matthieu Francois
Partner, Ho Chi Minh city, McKinsey & Company

Matthieu is a Partner based in Vietnam, with experience serving consumer goods and retail companies in South-East Asia. Matthieu is one of the key experts in South-East Asia on topics related to pricing and promotions, go-to-market and route to market.

Background & education: 

Matthieu holds a degree in International Management from HEC Paris in France


Domain expert in retail and consumer goods with experience in Go To Market, retail digitization, and e-B2B


10 years of experience in serving CPG clients, including 5 in South East Asia

Expertise focused on Revenue Management, Route to Market and Commercial Excellence

Relevant engagements

The core of Matthieu’s work is anchored on helping retailers grow in emerging markets:

Transformed a Vietnamese retailer, helping the company grow to the #2 position in the market through a re-definition of the format, the geographical footprint, the category strategy, and the enablers of commercial excellence

Developed e-B2B companies in Vietnam and Thailand, helping define the value proposition, develop the product, and set in place strong fulfilment chains. Also supported similar teams in Peru, Saudi Arabia, Philippines, and Africa.

Beyond retail, Matthieu also possesses significant expertise helping consumer good companies access Vietnam:

Projects in alcoholic drinks in Vietnam (~5), Laos, Cambodia (x2), Taiwan and China (x2), with a focus on trade spend ROI optimization, wholesaler identification and segmentation, trade terms design, sales force effectiveness optimization

Soft drinks projects in Indonesia, Vietnam, Thailand and the Philippines, defining category strategy on stills, and driving revenue growth management – including work on trade terms in both traditional trade and modern trade

Dairy projects for multiple clients across revenue levers (price, trade spend, assortment, promotions), multiple geographies including two projects in Vietnam, and work in Malaysia and Philippines

In Luxury, Matthieu helped a leading player enter the Vietnam market, assessing the market, define its ambition, store strategy, and its go to market (i.e., role of distributors)

In beauty, Matthieu contributed to several projects along the value chain, helping companies develop its South East Asia strategy, with a focus on Vietnam and Thailand. In 2021, helped re-define the APAC strategy of a luxury beauty retailer, with a focus on Australia and Thailand.