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Huihui (Martin) Qiu

Partner, Shanghai
Applies hybrid thinking from business, design, and technology to launch new ventures and lead end-to-end digital transformations at scale


Martin brings more than 15 years of digital experience to his work at McKinsey, having led end-to-end digital transformations and venture incubations at scale by linking hybrid thinking from business, design, and technology. In his work with companies around the globe across a wide range of industries, he thinks and acts like an explorer and entrepreneur to help them reimagine themselves.

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

  • leading the design and development of a core digital platform’s minimum viable product (MVP), comprising a website, multipurpose mobile apps, and the Internet of Things, for a Nordic real-estate company focused on China to enable a coliving business model, help build a new venture, and design an international-expansion strategy
  • designing and developing the MVP of various digital-acceleration use cases for a major global pharmacy company, helping design the operating model and build a new innovation hub in China
  • designing, building, and boosting the next generation of gas stations for a leading petrochemical company in China, helping build a new venture
  • leading the MVP design, development, and pilot testing of an integrated mobility platform composed of test drive, self-drive, limo services, and a subscription model for a major global automotive company, building an incubator in China
  • supporting the design of turbocharge-growth strategy and accelerating the new home-decoration business transformation for a leading global home-improvement and do-it-yourself company, enabled by a digital platform and new ways of agile working
  • leading the design of a new service model and store-experience concepts for the online-to-offline auto-service platform incubated by a large Chinese automotive company
  • designing, developing, and launching the first hybrid, multichannel accelerator-implementation program for a major European consumer-electronics retailer in China

Prior to joining McKinsey, Martin played key roles in developing multiple digital enterprises, including an incubation and corporate-investment company, a global leader in design and strategy, and a multinational experience agency. He also has deep practical experience in in-house marketing and IT functions.

Past experience

Product principal

Frog design
Director, program management

Director, Accenture Interactive


Fudan University
MA, electronic engineering

University of Science and Technology of China
BA, electronic engineering and information science