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Roberto Longo


Leads McKinsey's Marketing & Sales Practice in the Mediterranean and advises retail, e-commerce, and consumer technology clients on growth strategy, transformation initiatives, and marketing ROI.


Roberto Longo is a partner in Milan, where he leads the Marketing & Sales Practice in the Mediterranean. With a focus on growth strategy, marketing and sales, and transformation programs, he serves national and international clients in the retail, e-commerce, and consumer technology sectors. He has extensive experience driving commercial-transformation programs, such as digitization and new-market entry or pricing revisions, which often involve the launch of new digital channels for sales and after-sales service.

Roberto is passionate about marketing ROI, a subject he has addressed in numerous events, including the Cannes International Festival of Creativity. He is also responsible for McKinsey's activity at the Marketing Academy in Europe, where we train 20 CMOs every year for their career advancement toward CEO.

After joining McKinsey in 2009, Roberto worked first in the Milan office and then moved to Dubai and London. He left McKinsey to serve as business-unit director of an e-commerce platform in the Middle East as the company prepared for a merger. In 2019, he rejoined the firm’s Milan office and has been based there since.

Published Work

Becoming indispensable: Moving past e-commerce to NeXT commerce,” McKinsey & Company, November 2022

How European marketing-and-sales leaders handle COVID-19’s effects,” McKinsey & Company, September 2020

Zero-based productivity--Marketing: Measure, allocate, and invest marketing dollars more effectively,” McKinsey & Company, August 2018

Past experience
Regional director, Lifestyle business unit



University of Padua
MA, business administration