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Roberto Longo


Leads McKinsey’s NeXT Commerce global initiative for consumer-facing sectors and the Growth, Marketing & Sales Practice in the Mediterranean; advises retail, e-commerce, and consumer clients on growth strategy, transformation initiatives, and digital acceleration

Roberto Longo is a partner in Milan, where he leads the Growth, Marketing & Sales Practice in the Mediterranean; he also leads our NeXT Commerce global initiative for consumer-facing sectors such as direct to consumer (D2C), B2B, and B2C. 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-facing sectors. He has extensive experience driving commercial-transformation programs, such as digitization and new-market entry or dynamic pricing capabilities, which often involve the launch of new digital channels and acceleration of existing ones.

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

Since joining McKinsey, Roberto has worked in our Milan, Dubai, and London offices. He briefly left McKinsey to serve as business-unit director of an e-commerce platform in the Middle East, and rejoined the firm’s Milan office in 2019, where he has been since.

Published Work

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

The six must-haves to achieve breakthrough growth in e-commerce D2C,” McKinsey & Company, December 2021

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

Past experience

Regional director, lifestyle business units



University of Padua
MA, business administration