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Vinay Couto

Vinay Couto

Principal, Strategy& United States

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.

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

  • Headquarters: Irrelevant or irreplaceable?
  • How To Be an Outsourcing Virtuoso
  • Making Overhead Outperform
  • The Globalization of White-Collar Work
  • The New CFO Agenda: Global G&A Survey Insights and Implications

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.


  • Organization strategy
  • Fit for Growth


  • Financial services
  • Automotive


  • MBA from the Columbia Graduate School of Business
  • First Class Honors Degree in Chemical Engineering from the Imperial College of Science and Technology London University.