Manuela Fechi

About Manuela Fechi

I am a brand and innovation leader with 8+ years of experience launching and scaling consumer brands across multiple markets in Latin America. My work has focused on building and commercializing brands end-to-end—from concept and feasibility through go-to-market execution and post-launch performance optimization.As Brand Manager at Quala, I led new market entry initiatives and the development of brands across Culinary and RTD categories, driving rapid penetration and early profitability. I partnered closely with cross-functional teams across marketing, sales, supply chain, and finance to execute integrated commercialization plans aligned with revenue and margin objectives.Earlier in my career, I developed strong foundations in consumer insights and innovation pipeline development, supporting data-driven decisions on portfolio expansion, pricing, and channel strategy.In addition to my industry experience, I worked at McKinsey & Company, where I supported commercial growth and go-to-market initiatives across consumer and financial services sectors.I hold an MBA from IE Business School (Top 10 MBAs worldwide – QS Global MBA Rankings 2025) and am currently based in Atlanta, Georgia.

Experience

1. Strategic Consulting Lead

   Shokworks, Inc.

   Oct 2025 — Present · Atlanta, GA, US

   AI and digital consulting firm (~200+ employees), operating across the U.S. and Latin America, advising executive teams on large-scale AI-enabled growth and operating model transformation.• Owned the design of enterprise-level AI transformation strategies, partnering with C-suite and senior functional leaders to define where AI creates measurable value across growth, cost, and decision-making.• Designed AI-enabled operating models and governance structures to help organizations move from isolated pilots to scaled, execution-ready AI programs.• Led cross-functional teams spanning strategy, data, engineering, and operations, translating complex business problems into prioritized, investable AI initiatives.• Advised organizations across consumer, logistics, SaaS, and industrial sectors on portfolio prioritization, organizational readiness, and change management required to embed AI into core workflows.

Education

• Universidad de Los Andes

  Bachelor's degree, Anthropology

  2013 — 2016

• Universidad de Los Andes

  Bachelor of Architecture - BArch, Architecture

  2010 — 2015

• IE Business School

  Master of Business Administration - MBA

Skills

• Microsoft Office
• Marketing De Fidelización
• Investigación De Mercados
• Marketing Strategy