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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, high tech, and 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
  • positioning and developing the full design playbook of a new winter resort in Japan
  • setting-up the innovation garage of a major oil & 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, brand, 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

Emerging from COVID-19: Australians embrace their values,” McKinsey & Company, May 2020

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