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Björn Timelin

Senior Partner, London
Helps leading consumer-facing companies—including consumer packaged goods, retail, and luxury goods companies—to make better strategic and commercial choices and build stronger capabilities

About Björn

Björn focuses on strategic and commercial topics for consumer-facing companies in Europe. His clients include retail, consumer packaged goods, media, and luxury goods companies.

Björn has extensive knowledge and expertise in the areas of insights-led growth strategies; marketing and sales productivity, including using zero-based budgeting; and commercial capability transformations.

Recent work examples include the following:

  • working with a global fast-moving consumer-goods company to develop a country growth strategy, covering both where to play (categories, brands, customers) and how to win (marketing, route to market, organisational implications)
  • leading an end-to-end digital transformation for a leading jewelry and watches group—including e-commerce, digital marketing, customer relationship management (CRM), and digitally enabled operations
  • helping an international brewer to design a new brand portfolio strategy, develop a new approach to consumer and product segmentation, and using this to develop global and local brand portfolio strategies
  • transforming a European entertainment company, with particular focus on how to improve customer loyalty/CRM and digitizing the consumer journey
  • leading a comprehensive zero-based-budgeting implementation for the European division of a global food company, generating savings of 15 percent across marketing, sales, supply chain, and overhead costs

Before joining McKinsey, Björn spent 4 years in Procter & Gamble’s beauty-care division in the United Kingdom and Switzerland.

Published work

Reimagining consumer-goods innovation for the next normal,” McKinsey & Company, October 2020

Meet the next-normal consumer,” McKinsey & Company, August 2020

How COVID-19 is changing consumer behavior—now and forever,” McKinsey & Company, July 2020

How CPG companies can sustain profitable growth in the next normal,” McKinsey & Company, July 2020

Zero-based productivity—Marketing: Measure, allocate, and invest marketing dollars more effectively,” McKinsey & Company, August 2018

Building a marketing organization that drives growth today,” McKinsey & Company, August 2017

NOW NEW NEXT: How growth champions create new value,” McKinsey & Company, September 2016

Past experience

Procter & Gamble
Financial analyst


University of Cambridge
MPhil, history

Durham University
BA, history