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Sarah Hynes

Expert Associate Partner, London
Brings a combination of operational experience in e-commerce, digital marketing, and online payments, with a background in investing and finance

About Sarah

Sarah is experienced in leading digital transformations, including advising clients, working with agencies, and directly managing multichannel marketing budgets. She takes a data-driven approach to decision making and is adept at solving complex problems.

Examples of Sarah’s recent client experience include the following:

  • launching growth-hacking initiatives for a telecommunications company to deliver a fivefold increase in online sales
  • executing a go-to-market plan for a retail company as part of an e-commerce build from scratch, launching two brands across more than ten countries
  • leading an agile marketing pilot for a retail bank, developing capability building to deploy agile approaches in customer engagement, increasing campaign efficiency twofold
  • developing the customer-acquisition and value proposition for wealth-management fintech within an investment bank
  • evaluating fintech investments and developing an investment thesis across fintech subsectors

Before joining McKinsey, Sarah worked in fintech and consumer start-ups, including as head of strategy, European research lead, and director of digital media. She began her career in investment banking and later worked in hedge funds, including as a founding partner.

Published work

Synergy and disruption: Ten trends shaping fintech,” McKinsey & Company, December 2018


The Wharton School, University of Pennsylvania

Trinity College, Dublin
BA, economics