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Mark Phillips

Associate Partner, Bay Area

Brings extensive digital experience in marketing, product-service design, mobile, and e-commerce to a range of clients in the entertainment, telecom, and retail sectors, among others


Mark's broad digital experience includes marketing, digital product-service design, mobile, and e-commerce, in sectors spanning entertainment, telecom, retail, automotive, commercial aviation, and start-up.

At McKinsey, Mark's engagements include advising an entertainment client on the design and development of a multichannel digital direct-to-consumer subscription platform and helping a major telco with the development and launch of an innovative telesales platform.

Prior to joining McKinsey, Mark was CMO at Beats Music and HotelTonight and a marketing leader at King Digital (Candy Crush). In these roles he developed expertise in mobile, especially around user experience, personalization, customer acquisition, conversion, and support.

During 8+ years at adidas, he delivered high-impact sales growth in digital and brand marketing across retail, fashion, and online at global, regional, and local levels. He has also built high-performance marketing teams from scratch that successfully delivered rapid customer conversion through user-centric approaches.

With over 7 years' experience working in start-ups, including his own e-commerce business, Mark has been an adviser to multiple start-ups in direct-to-consumer, autonomous-automotive-service design, sports, music and gaming, and on- and offline retail.

Published work

"Discussions on digital: The new world of marketing," McKinsey & Company, March 2016

Past experience


King Digital Entertainment
Marketing leader

Head of marketing


University College, London
BA, Italian