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Marc Singer

Senior PartnerBay Area

Supports clients in driving digital and data-enabled growth and performance improvement

Marc is a leader of the McKinsey Digital Practice, focused on helping clients identify digital and omnichannel opportunities for growth and performance improvement to translate into sustained growth. He serves leaders in a variety of consumer-facing businesses, including financial services, retail, media, telecommunications, and technology companies that sell into these vertical markets. In particular, Marc works with companies to set strategic direction and act on multifaceted, technical, operational, and organizational changes necessary to become more competitive.

Recently, Marc worked with a travel provider to understand and act on the way shopping and buying in the category continues to be transformed by digital channels, with actions including reallocating marketing spend and building digital and analytics capabilities to acquire customers more effectively. In addition, he helped a leading consumer-goods company design and implement a modern marketing organization with appropriate digital, analytics, and agency-management capabilities. He also supported a digital music-subscription business with competitive strategy subscriber growth and retention.

Besides his client work, Marc built McKinsey’s customer life-cycle management capability in the Americas, helping clients bring to life customer interaction approaches to drive significant business growth and profitability.

Marc has published frequently in the Harvard Business Review, CRM Magazine, and other journals on topics from evolving approaches to modern marketing to the new role of the CMO. He is co-author of the best-selling book Net Worth: Shaping Markets When Customers Make the Rules, which introduced the concept of the “infomediary” as a business model.

Marc serves on the boards of the Haas School of Business at the University of California at Berkeley and Junior Achievement of Northern California and is a member of Digital 50.

Published work

Returning to order: Improving returns management for apparel companies,” McKinsey & Company, May 2021

Mobile money in emerging markets: The business case for financial inclusion,” McKinsey & Company, March 2018

Life insurance: Ready for the digital spotlight,”, April 2017

The seven decisions that matter in a digital transformation: A CEO’s guide to reinvention,” McKinsey & Company, February 2017

How digital finance could boost growth in emerging economies,” McKinsey Global Institute, September 2016

Competing on customer journeys,” Harvard Business Review, November 2015

Six building blocks for creating a high-performing digital enterprise,” McKinsey & Company, September 2015

Your company should be helping customers on social,”, July 2015

Using marketing analytics to drive superior growth,” McKinsey & Company, June 2014

Making loyalty pay: Six lessons from the innovators,” Forbes, February 2014

Three lessons for today's chief marketing and sales officers,” Forbes, June 2012

Badges & benefits: You're missing the loyalty points,” Forbes, February 2012

Unbundling the Corporation, Harvard Business Review,” 1999

Net worth: Shaping markets when customers make the rules, Harvard Business Press, 1999


Stanford University

University of California, Haas School of Business
BSc, marketing and finance