This is a profile image of Tom Youldon

Tom Youldon


Tom co-leads McKinsey’s work in developing ecosystems and heads our Client Capabilities Network in Europe. He specializes in helping clients with digital marketing, e-commerce, commercial negotiation, and the development of digital ecosystems. While he operates across sectors, he has extensive experience in assisting business and capability building within the Consumer sector, particularly in food, beverage, and consumer electricals.

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