Vinay Couto

Vinay Couto


Vinay Couto is a leading practitioner in strategic cost transformation for Strategy&, PwC's strategy consulting business. Based in Chicago, he is a Principal with PwC US. He leads the People and Organization Strategy practice and leads the Fit for Growth* platform. He has worked with clients in the automotive, aerospace, pharmaceuticals, life sciences, media and broadcasting, packaged goods, banking, and insurance industries.

Mr. Couto’s key areas of expertise are:

  • Business process redesign
  • SG&A transformation
  • Shared services
  • Outsourcing and offshoring

Examples of Mr. Couto’s client work include:

  • Assisted a leading media & broadcasting corporation with a comprehensive service delivery strategy to reduce G&A costs by 30%. Developed a hybrid insourced-outsourced delivery strategy for these functions that involved the creation of a shared services organization, web-enabled HR access, and outsourcing of non-core I/T infrastructure and finance, HR back-office functions.
  • Assisted a $30B automotive company with global outsourcing and offshoring program involving more than 1,000 resources in F&A, HR, and sales back-office processes across the US, Europe, and Latin America, including vendor selection, contract negotiation, and transition management.
  • Participated in a major business process re-engineering effort for a leading consumer goods company. Worked closely with senior management to redesign high-leverage planning processes, including corporate and category strategic planning, brand budgeting, financial forecasting, and performance tracking. Developed alternative organization models for the role of the corporate center. Changes resulted in savings of US $100MM.
  • Principaled with the National Association of Software and Service Companies (NASSCOM) on assessing India’s potential for R&D offshoring.
  • Led the transformation program for a mid-west utility preparing for deregulation. Focused on right-sizing corporate headquarters and creating lean support services organizations in finance, HR, engineering, procurement, EH&S, logistics, and corporate administration, which were better able to support the needs of the regulated and deregulated business units.

A recognized thought leader, Mr. Couto has contributed to numerous Strategy& studies and strategy+business articles, including:

Mr. Couto is a three-time recipient of Strategy&'s prestigious Professional Excellence Award (PEA), which was given in recognition for innovative work on projects for Procter & Gamble, RJ Reynolds, and Quest Diagnostics.

Prior to joining Strategy&, Mr. Couto worked for Procter & Gamble in the UK as a brand analyst and assisted in evaluating key brand profit contributions and worked on the launch of the company’s first European liquid detergent.

Mr. Couto holds an MBA from the Columbia Graduate School of Business and a First Class Honors Degree in Chemical Engineering from the Imperial College of Science and Technology, London University.