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Marcelo Tripoli

Associate Partner, São Paulo
Advises executives as they seek to understand the impact of the digital world on their business and respond in ways that create competitive advantage

About Marcelo

Marcelo has been riding the digital technology wave since 1995. Both a serial entrepreneur and a seasoned professional advisor, Marcelo operates at the intersection of marketing, technology, and business strategy.

Over a 20-year period, Marcelo founded and sold three companies in his native Brazil. His most recent company, iThink, began as a digital strategy consulting firm and evolved to a full-service digital agency. He led iThink for 10 years, guiding it to become one of the biggest digital agencies in the local market, with clients such as Johnson & Johnson, Walmart, Telefonica, Santander, and Mondelez. iThink was eventually acquired by SapientNitro Brazil, the digital arm of the Publicis Group.

Marcelo then joined REF+T, a creative media agency, with the mission of transforming its business into a digital media consultancy. With a new process and methodology in place, the company achieved 50 percent year-over-year growth.

Since joining McKinsey Digital in 2017, Marcelo has focused on helping a major financial company create a new digital sales channel and a leading media company to create new revenue sources to accelerate their growth.

Marcelo has been recognized as a top digital professional and influencer, named in both a survey of Brazilian CMOs conducted by AgencyScope11 and by GQ Brazil.

Strongly interested in fostering discussion and debate, Marcelo authored the book Meaningful Marketing in 2015. He also shares insights and observations as a columnist for local publications VIP Magazine and, and as a frequent contributor to other news and media outlets.

Published work

Meaningful Marketing, Clube de Autores, 2015

Past experience

Chief creative officer

Chief creative officer, Latin America; Brazil CEO

Cofounder and CEO

Cofounder and Latin America digital marketing leader

MTM Marketing Digital
Founder and CEO


Business School São Paulo

Armando Alvares Penteado Foundation (FAAP)
BA, communications