About Jean-Baptiste

As a core leader of the Marketing Strategy service line in McKinsey's Marketing & Sales Practice, Jean-Baptiste specializes in helping clients solve demanding marketing challenges through innovative brand and content strategies, as well as transforming the marketing organization. He has worked with major players in a diverse array of industries, from luxury goods to high tech and automotive.

In addition to a passion for trends, brands, and innovation, Jean-Baptiste’s background as a professional photographer brings to his client relationships a deep knowledge of visual imagery. He serves on the administrative council of the Friends of the Maeght Foundation, a private museum of modern art located near Nice. Before joining McKinsey he was also a member of the Blue Ocean Strategy network founded by INSEAD professors Renée Mauborgne and Chan Kim.

Published work

Incumbents as attackers: Brand-driven innovation,” McKinsey & Company, May 2015

Engaging boards on the future of marketing,” McKinsey Quarterly, February 2013

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

Tablets and the 24-hour digital day,” McKinsey on Marketing & Sales, March 2011 (PDF–250 KB)


Institue d'Etudes de Politiques de Paris
MSc in finance and strategy