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Jamie Wilkie


Guides global consumer-facing companies on driving profitable, data-driven growth, with particular expertise in e-commerce, omnichannel strategy, and personalization

Jamie advises consumer and retail companies on issues related to marketing, sales, and growth strategies, particularly e-commerce, omnichannel, and sales strategies; personalization; operating-model design; key-account management; and customer engagement.

Examples of her recent client experience include the following:

  • designing and implementing a customer-relationship-management strategy, including a loyalty program to incentivize customer self-identification, marketing war rooms in four markets to drive immediate impact, and proof of a 3 percent incremental lift in tests, for a global retailer worth approximately $2 billion
  • creating an e-commerce strategy to grow a direct-to-consumer channel to more than $400 million, including defining assortment, pricing, marketing, and website optimization opportunities and developing supporting organization structure that includes roles and responsibilities for sales and marketing, especially on digital marketing activities
  • developing a beverage company’s next-decade organic and inorganic growth strategies, including aligning on strategic vision, building perspective on the potential of key brands based on estimated future market size, scanning and evaluating inorganic targets for acquisition, and recommending key targets for further consideration
  • developing a strategy to triple e-commerce business to more than $1 billion (both owned and retail partners), including identifying key actions, such as developing tailored value propositions by prioritized retailer and building a strategy specific to a large e-commerce platform, and improving website performance through website optimization, pricing, and assortment opportunities

Published Work

Members only: Delivering greater value through loyalty and pricing,” McKinsey & Company, April 2024

Modern marketing: Six capabilities for multidisciplinary teams,” McKinsey & Company, April 2023

Winning in loyalty,” McKinsey & Company, August 2022

The dos and don’ts of dynamic pricing in retail,” McKinsey & Company, April 2021

How European marketing-and-sales leaders handle COVID-19’s effects,” McKinsey & Company, September 2020

The great consumer shift: Ten charts that show how US shopping behavior is changing,” McKinsey & Company, August 2020

Why customer experience is key for loyalty programs,” MIT Sloan Management Review, July 2018


Harvard Business School, Harvard University

Duke University
BSE, biomedical engineering