This is a profile image of Julien Boudet

Julien Boudet

Senior PartnerSouthern California

Advises consumer-focused companies on marketing, e-commerce, and operations, driving the digital transformation of their business

Over a decade of serving McKinsey’s clients, Julien has drawn on his expertise in business technology to drive digital transformation in marketing, e-commerce, and operations for consumer-oriented businesses.

A particular focus of Julien’s work is optimizing digital customer life-cycle management—helping executives accelerate sales growth across channels and increase profitability at each step of the consumer journey. He has led value-enhancing initiatives for retailers, consumer brands, and travel and entertainment companies globally and in North America. In all his work, he helps companies better understand their customers so they can define the right operational and strategic priorities.

Examples of his work include the following:

  • running a major e-tailer’s online marketing operations, including implementing accelerated email processes and building new internal capabilities, which boosted revenue within a year
  • directing a recovery and reorganization initiative for a leading online player, restoring sustainable growth across geographies and functions
  • designing and implementing a new supply chain and fulfillment strategy for a leading global e-commerce player
  • leading the large-scale transformation of a company's sales function, including training more than 200 employees to use new analytics and sales tools

Strongly interested in the development of online customer outreach, Julien has published insights into the realities and potential future development of email marketing.

Published work

Beyond belt-tightening: How marketing can drive resiliency during uncertain times,” McKinsey Quarterly, June 2023

Small and mighty: The untapped value of your top 1%,” McKinsey & Company, January 2023

Why every business needs a full-funnel marketing strategy,” McKinsey & Company, February 2021

Think fast: How to accelerate e-commerce growth,” McKinsey & Company, November 2020

Coping with the big switch: How paid loyalty programs can help bring consumers back to your brand,” McKinsey & Company, October 2020

Performance branding and how it is reinventing marketing ROI,” McKinsey & Company, June 2020

How marketing leaders can both manage the coronavirus crisis and plan for the future,” McKinsey & Company, April 2020

How traditional insurance carriers can disrupt through personalized marketing,” McKinsey & Company, August 2018

Personalization at scale: First Steps in a profitable journey to growth,” McKinsey & Company, August 2018

Perspectives on Personalization @ scale,” McKinsey & Company, July 2018

No customer left behind: How to drive growth by putting personalization at the center of your marketing,” McKinsey & Company, July 2018

What shoppers really want from personalized marketing,” McKinsey & Company, October 2017

The heartbeat of modern marketing: Data activation and personalization,” McKinsey & Company, March 2017

“#ThrowbackThursday: Simpler ways to dive into technology,” Lean Back, November, 2014

Why marketers should keep sending you e-mails,” McKinsey & Company, January 2014

Email marketing: Think inside the new inbox,” McKinsey on Marketing & Sales, November 2013


Stanford University
MA, electrical engineering

École Polytechnique
BS, physics