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Brian Gregg

Senior PartnerBay Area

Coleads McKinsey’s Growth, Marketing & Sales Practice in North America; enabling clients to achieve above-market growth by combining advanced analytics, consumer insights, and agile operating models to power commercial excellence; with deep expertise in digital marketing, e-commerce, multichannel excellence, customer experience, and customer-relationship management/loyalty.

Brian leads retail marketing in the Americas and has built particular expertise in digital marketing and commercial topics within the retail and e-commerce sectors. He has worked to drive growth for retailers, consumer brands, and e-commerce companies across several categories, including fashion, gaming, travel, apparel, footwear, beauty, retail banking, and consumer-credit services. He has authored many publications and hosts a regular podcast on the impact of digital on the business-to-consumer world.

Recent examples of Brian’s work include the following:

  • driving 10 percent growth for a multi-category online retailer by enabling advanced analytics and next-generation customer-relationship-management capabilities
  • increasing the speed of digital marketing testing by 50 percent for a multichannel retailer by implementing an agile operating model
  • powering 20 percent growth for a multichannel global brand, through accelerating digital capabilities and capturing value through e-commerce optimization
  • designing and implementing a cross-channel marketing strategy based on customer-lifetime-value insights, identifying 5 additional points of growth
  • re-imagining and prototyping a loyalty program for an iconic multichannel retailer to increase customer engagement

Brian has served clients in China, Japan, Korea, Europe, and the United States, and has worked across the consumer/retail value chain.

Published work

How playing offense on sustainability can power e-commerce performance,” McKinsey & Company, March 2024

A $300 billion opportunity: Serving the emerging Black American consumer,” McKinsey Quarterly, August 2021

The growth triple play: Creativity, analytics, and purpose,” McKinsey & Company, June 2021

Omnichannel: The path to value,” McKinsey & Company, April 2021

2020 Top picks: Our most popular articles,” McKinsey & Company, December 2020

Rapid Revenue Recovery: A road map for post-COVID-19 growth,” McKinsey & Company, May 2020

Leading with purpose: How marketing and sales leaders can shape the next normal,” McKinsey & Company, April 2020

How marketing leaders can both manage the coronavirus crisis and plan for the future,” McKinsey & Company, April 2020

No customer left behind: How to drive growth by putting personalization at the center of your marketing,” McKinsey & Company, July 2018

The most perfect union: Unlocking the next wave of growth by unifying creativity and analytics,” McKinsey & Company, June 2018

Discussions in digital: What’s a marketing ecosystem and what does it mean for marketers?,” McKinsey & Company, March 2018

3 capabilities CMOs must build to transform marketing,” Chief Marketer, January 2018

Discussions on digital: How strategy is evolving—and staying the same—in the hypergrowth digital age,” McKinsey & Company, January 2017

Discussions on digital: How large and small companies build a digital culture,” McKinsey & Company, October 2016

Discussions on digital: Designing the next mobile experience,” McKinsey & Company, July 2016

Discussions on Digital: Measuring marketing’s impact,” McKinsey & Company, March 2016

Discussions on digital: The mobile present and future,” McKinsey & Company, March 2016

Don't wait for IT; marketers can drive growth now,” McKinsey on Marketing & Sales, November 2015

Next day shipping wars: Can etailers compete with Amazon?Forbes, December 2013

The social shopper,” McKinsey on Marketing & Sales, November 2013

Mobile shopping's Data Goldmine,” Harvard Business Review, June 2013

Four ways to market like a startup,” Harvard Business Review, March 2013


University of Pennsylvania, Wharton School

Northwestern University
BA, economics