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Robert Tas

Partner, New York
Draws on decades of digital-marketing and operations experience to drive growth through digital advantage

About Robert

Robert looks at the world from a digital point of view. From this starting point, he helps executives reimagine their operations and transform the customer experience their companies provide.

In his current advisory work, Robert helps large consumer companies reinvent marketing for a digital world. He has designed agile marketing organizations that can operate at a faster pace, using best-in-class marketing technology, including next-generation measurement systems. The goal is to digitally enable the entire customer-decision journey.

For example, working with executives in consumer banking, consumer products, telecommunications, quick serve, and wealth management, Robert has helped set growth strategies that expand the customer base. By acquiring new customers and increasing customer value—getting the right products to the right customers with full personalization—these organizations optimize their marketing return on investment.

A sought-after thought leader, Robert has written and spoken on digital marketing for the Massachusetts Institute of Technology, the Association of National Advertisers, the Mobile Marketing Association, The Conference Board, The CMO Club, and The Economist. In 2015, the AdClub and VentureBeat named him one of the Top 20 Growth CMOs in Greater Boston.

Before joining McKinsey, Robert was a driving force behind successful digital-marketing overhauls in competitive industries. As CMO at a leading software company, he radically restructured the company’s digital capabilities and product strategy, remaking marketing as a profit center. And as the head of digital marketing at a top-ten US bank, he orchestrated a full digital transformation, including initiatives in personalization, analytics, and paid media.

Robert is a former board member for the Ad Council and the Association of National Advertisers.


Digital Marketing and Transformation with Robert Tas, CMO, Pegasystems,” CXOTalk, November 2017

Pegasystems CMO Robert Tas,” CRM, April 2016

David Moore, WPP Digital / Xaxis & Robert Tas, Pegasystems,” Globalwebit Congress, November 2014

Published work

Truth in advertising: Achieving transparency with media rebates to fuel growth,” McKinsey & Company, May 2018

Customer experience: Don't blame Uber; thank them,” Fortune, April 2015

Who really owns the customer in today's enterprises?,” Forbes, April 2015

Pegasystems Q&A: The future of customer engagement,” Loyalty360, March 2015

“You don’t really know your consumers: Marketers must invest in processes and structures to share customer data,” Economist Group, June 2014

Who needs sleep when you're a CMO?,” CMO, June 2014

Past experience


JPMorgan Chase & Co.
Managing director

Glam Media
SVP, Glam Adapt Platform

President, CEO, and founder


University of California, Los Angeles
Executive program, business