Cristina is a Partner in the Shopper Insights and Category Management practices at TPG.

She holds extensive expertise in developing strategies to optimize category performance, leveraging data analytics to drive decision-making. Her work involves deep insights into consumer behavior, understanding shopper needs and decisions, and creating solutions that enhance customer satisfaction. With a proven track record of delivering hundreds of successful projects, she has worked across a wide range of product and service categories (FMCG, Pharma, Telecomm, Finance, Malls, etc.) and diverse purchasing environments (Food, Pharma, Pure Player, Door to Door, etc.) across Brazil and Latin America.