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Bo Finneman


Advises clients on growth topics including brand positioning, product design, and go-to-market activities such as pricing and digital marketing

As a leader of McKinsey’s Marketing & Sales and Consumer Packaged Goods Practices, Bo serves consumer clients through insights-led growth programs that span strategic and tactical levers. Bo leads McKinsey’s innovations in consumer insights through the consumer-decision-journey methodology and recently launched the firm’s proprietary growth metric, the Customer Growth Indicator. He also designed McKinsey’s Profitable Growth Navigator, used to evaluate the growth potential based on a comprehensive set of market, consumer, and business insights and analyses.

His recent client service includes:

  • leading the turnaround of a global apparel retailer across ecommerce, store experience, marketing, and creative, to reverse declining sales and profitability and drive 10 percent growth in revenue and 70 percent growth in net profit
  • redesigning the customer offering for a US restaurant chain, including menu architecture, new product introductions, assortment and product design, item-level pricing, and promotional tactics; this delivered 2 to 4 percent in profitability through growth
  • designing the product, positioning, and marketing plan—using both quantitative and qualitative consumer insights techniques—for the full suite of financial services products of a national consumer bank, to drive acquisition of new customers up by 10 percent

Bo’s work spans a client’s commercial agenda and have included topics, in addition to those above, related to commercial organizational design, marketing procurement, and strategic topics like segmentation and market structures.

Bo’s experience in strategy, marketing, and business development prior to joining McKinsey includes leading audience development for a digital media company,, spanning content creation, distribution, corporate marketing, and product/technology strategy. He also worked across sales, sales insights, and brand management at E&J Gallo Winery.

Bo serves on the board of the Finneman Scholarship Foundation, a not-for-profit organization supporting students in California’s Central Valley.

Published work

The young and the restless: Generation Z in America,” McKinsey & Company, March 2020

Your Digital Consumer Is Cheating On You: How Brands Can Win In The Battle For Growth,”, September 2017

The Customer Growth Indicator: How to win the battle for initial consumer consideration,” McKinsey & Company, August 2017

Cracking the code on millennial consumers,” McKinsey & Company, March 2017

The new battleground for marketing-led growth,” McKinsey Quarterly, February 2017


Wharton School of the University of Pennsylvania
BS, finance and marketing