About Chris

Chris’s experience in business and international diplomacy has given him a deep understanding of the challenges and opportunities for companies operating in an increasingly digitized global economy. A leader of McKinsey’s Strategy Practice in Europe, Chris brings a particular focus on growth and innovation for consumer-facing companies. He helps clients develop and implement end-to-end transformations—from culture to strategy and from channel management to customer service.

His recent client experience includes helping a leading European retailer to refresh its customer value proposition and channel strategy. This work culminated in an industry-shaping merger and delivery of a best-in-class multichannel shopping experience. He has supported the turnaround and transformation of a European leisure retailer, assisting the client in restructuring one of its business units and transforming its channel infrastructure.

In his spare time, Chris has served as a board member for Magic Breakfast, a charity providing healthy breakfasts at school for more than 16,000 children, and as a governor of a challenged primary school.

Before joining McKinsey, he served as a diplomat for the United Kingdom in a range of Asian, Middle Eastern, and European countries and worked at the New Media Strategy Unit at the BBC. Chris lives with his family in London.

Published work

Embrace the uncertainty of AI,” blog entry, McKinsey & Company, July 2018

Making stores matter in a multichannel world,” Perspectives on Retail and Consumer Goods, December 2014

Five habits for executives to become more digital,” McKinsey & Company, October 2014

In need of a retail turnaround? How to know and what to do,” Perspectives on Retail and Consumer Goods, March 2014

Past experience

UK Foreign and Commonwealth Office
Diplomat, 2004–09

New Media Strategy Unit, 2004

McKinsey & Company
Business analyst, 2001–04


University of Edinburgh
MA, history