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About Jonathan

Jonathan is a global leader of McKinsey’s Marketing Return on Investment as well as Branding service lines. He focuses on marketing issues within the consumer packaged goods industry in particular, with an emphasis on portfolio and brand strategy, marketing ROI, marketing organization, and marketing capability building.

Since he joined McKinsey, Jonathan has served many consumer clients across a range of categories. His recent engagements include leading brand and portfolio strategy for a leading beer company, developing a marketing capability development for a major beverage company, and maximizing marketing channel returns for a global foods company.


How do you make marketing analytics pay off?” McKinsey on Marketing & Sales, January 2014

What is marketing analytics worth?” McKinsey on Marketing & Sales, December 2013

Published work

The dawn of marketing’s new golden age,” McKinsey Quarterly, February 2015

Why can't we be friends? Five steps to better relations between CFOs and CMOs,” McKinsey, December 2013

How CMOs can get CFOs on their side,” Harvard Business Review, November 2013

‘Smart analytics’ can tap up to 20% of lost ROI,” The Economist Group's Lean Back website, November 2013

Big Data, Analytics and the Future of Marketing and Sales (eBook), Forbes, July 2013

Marketing learns to speak the C-suite's language,”, April 2013

5 steps to squeeze a lot more ROI from your marketing,” Forbes, March 2013

Retail Marketing and Branding: A definitive guide to maximizing ROI, Wiley, 2013

CMO owns the growth agenda,” McKinsey on Marketing & Sales, January 2013

Big data and advanced analytics: success stories from the front lines,” Forbes, December 2012

Meet the ghost of marketing future: $200b for growth,” Business Insider, December 2012

Getting beyond the buzz: Is your social media working?Financial Times, October 2012

How to get beyond the social buzz,” Forbes, July 2012

Measuring marketing's worth,” McKinsey Quarterly, May 2012

  • Oxford University Masters in biochemistry

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