This is a profile image of Tom Youldon

Tom Youldon


Helps consumer businesses build and execute winning digital growth strategies

Tom leads the firm’s consumer-packaged-goods work across Europe and is a member of McKinsey Digital’s analytics and growth sector. He has deep knowledge and expertise in digital marketing, ecommerce, and the development of digital ecosystems. He works across sectors but has a particular depth of experience in business and capability building in food, especially quick-service restaurants, beverages, and consumer electricals.

Examples of his recent work include the following:

  • growing broadband and mobile sales through digital marketing and sales
  • helping a quick-service restaurant innovate and grow
  • assisting a food-delivery company as it decided which investments to undertake
  • building a new consumer-wearables business

Tom is also passionate about learning and helping develop the next generation of leaders at McKinsey. For several years, he has been a regular contributor to McKinsey’s internal learning faculty and incorporates these learnings and best practices into his daily role as a senior leader in our firm.

Prior to McKinsey, Tom worked in healthcare and led a review into the role of private and charitable companies in this sector. He also spent time focusing on a communications role in finance.


Deactivate your digital-marketing autopilot,” McKinsey & Company, December 2021

Can companies build on their digital surge?,” McKinsey & Company, August 2021

The data gambit: How large B2B companies can outmaneuver start-ups,” McKinsey & Company, January 2021

Reimagining European restaurants for the next normal,” McKinsey & Company, August 2020

Collaborating for the common good: Navigating public-private data partnerships,” McKinsey & Company, May 2019


Chief of staff

Bank of England
Head of communications

HM Treasury
Head of health strategy


University of York
MA, philosophy