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Julie Lowrie

Partner, Atlanta
Leads consumer growth topics with CMOs and heads of sales at consumer and healthcare companies

About Julie

Julie’s work at McKinsey has spanned a broad spectrum of consumer growth topics, including agile marketing, branding and marketing strategy, digital marketing, marketing organization design, and transformation. She works primarily with large health systems, leading consumer goods and consumer health companies, and major restaurant franchises.

Examples of Julie’s recent client work include the following:

  • standing up a marketing agile war room for a leading quick-service restaurant chain post-COVID-19 to drive customer acquisition and frequency via email marketing and digital display ads, and standing up the capability as a lighthouse for the organization
  • defining marketing spend allocation—including media, sponsorships, ad production, and research—for a global consumer company with several of the world's top brands to optimize both total spend and marketing vehicles employed (tv, digital, radio, print, outdoor) by brand
  • identifying optimization opportunities in the marketing function of a global consumer packaged goods company through organization redesign, marketing spend productivity, reducing consumer promotion and non-working spend, and shifting dollars to higher-performing digital spend
  • leading a large-scale consumer brand transformation at a major health system across markets including the consumer brand proposition, facility naming, local marketing strategy, marketing organization design, and implementation
  • driving marketing spend optimization for a major provider including highlighting opportunities in digital channels, search optimization, and website consolidation
  • leading a marketing transformation for a major health system, identifying short-term opportunities in digital channels, launching an agile marketing room, and identifying medium-term opportunities in digital patient experience

Julie is a board member at the Isdell Center for Global Leadership at Pace Academy.

Published Work

How CPG companies can sustain profitable growth in the next normal,” McKinsey & Company, July 2020

Agile in the consumer-goods industry: The transformation of the brand manager,” McKinsey & Company, April 2019

Global customer and channel management: What the best CPG companies do,” McKinsey & Company, October 2017

Past Experience

The Wharton School of the University of Pennsylvania
MBA, finance and marketing

Yale University
BA, history and Spanish