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Raphael Buck

Senior PartnerZurich

Supports consumer goods and retail companies with strategy, organization, and marketing and sales

Raphael is a senior partner in our Zurich office. He is a core member of the European Consumer Practice—which includes Retail, Consumer Goods, and Luxury. He also leads our work in Retail Organization in Europe, the Middle East, and Africa.

He serves several leading consumer goods players in the food, beverages, personal and household care, global players in luxury and fashion, as well as a number of major national and international retailers, particularly on fresh products. His project experience includes work in both developed markets including Switzerland, Germany, France, UK, and the US, and the emerging markets of India, China, Thailand, and South Africa.

Raphael has a special interest in the design and transformation of marketing and sales organizations. For one client, a leading sportswear company, he led the definition, design, and implementation of an integrated operating model for sales and marketing. In another project, he helped a fast-growing household and personal care company to define and establish a functional organization to improve the speed, quality, and consistency of its execution in the market.

Other recent projects include advising a Swiss consumer goods company on financial planning and target setting, supporting a hypermarket chain in its purchasing and supply management, and helping a South African grocery business with its growth strategy.

Published work

Sporting goods 2023: The need for resilience in a world in disarray, McKinsey & Company, January 2023

Unleashing the next wave of productivity in corporate business functions,” McKinsey & Company, February 2022

From survival to renewal: At-scale holistic transformation in the consumer-goods industry,” McKinsey & Company, June 2021

How consumer-goods companies can prepare for the next normal,” McKinsey & Company, April 2020

Completing a transformation in the consumer-goods industry,” McKinsey & Company, March 2020

The quest for quality in fresh-food retailing,” McKinsey & Company, October 2016


CEMS (Community of European Management Schools), Stockholm
Masters, international management

University of St Gallen, Switzerland
Masters, economics and business administration