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Jean-Baptiste Coumau

Partner, Tokyo
Brings a passion for growth through marketing transformation, creative excellence, and innovation to clients in consumer goods, automotive, cosmetics, fashion, and luxury goods

About Jean-Baptiste

Jean-Baptiste is a partner in McKinsey’s Tokyo office and leads McKinsey Design in Asia–Pacific. As a core leader of McKinsey’s marketing-strategy services, design, and product-development practices, Jean-Baptiste specializes in helping clients solve demanding marketing-growth challenges through innovative brand and content strategies, as well as transforming their marketing organizations. He has worked on behalf of leading organizations across a diverse array of industries, from consumer goods to luxury goods to high tech to automotive.

Jean-Baptiste’s key projects have included the following

  • redefining the global strategy of a global multi-brand luxury player to accelerate growth in top 600 global cities
  • setting up a series of innovation sprints for a major Japanese cosmetics company, framing an eight-year innovation road map and incubating two new brands and offerings
  • Setting up the innovation garage of a major oil and gas company, developing new concepts of fuel stations
  • helping one major luxury house to reorganize its brand and communication function globally, acting as their “brand content director”
  • reviewing the marketing organization and go-to-market approach of a global cosmetic and fragrance leader
  • innovating the go-to-market approach in the United States for a leading beverage company
  • developing the global marketing strategy and the US- and China-detailed plans for a global diamond-jewelry leader
  • leading the marketing repositioning of a European automotive original equipment manufacturer, including consumer-insights tools and processes, brands, model designs, and launch campaign

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

Changing channels landscape to satisfy Japanese luxury consumers’ appetite for novelty,” McKinsey & Company, November 2017

A smart home is where the bot is,” McKinsey Quarterly, January 2017

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

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

The 24-hour digital day: Tablets,” McKinsey & Company, March 2011 (PDF–250 KB)

Past Experience

Izsak Grapin & Associés

Polémarque, France
Founding partner

Unilever, France
Area manager


Sciences Po
MSc, finance and strategy