Bruce is the managing partner of McKinsey’s Vietnam office. He works at the intersection of digital, strategy, and implementation, and leads the firm’s work on merger management in Southeast Asia.
Bruce has served leading corporations, local conglomerates, state-owned enterprises, and multinationals throughout Asia. His work is primarily focused on financial services, with experience serving clients across other sectors, including real estate, oil and gas, and automotive. He has extensive experience advising clients on topics related to strategic planning and growth, large-scale transformations, M&A, and organization design. He also works with local governments on economic development and investment strategies.
Passionate about driving digital innovation in Vietnam, Bruce has spearheaded thought leadership around building digital ecosystems and working alongside leaders in Vietnam to reinvent their businesses and operating models through digital capabilities.
Examples of Bruce’s recent client work include the following:
- designing an end-to-end product journey for a banking institution in Vietnam across its offline and online channels for both its banking and non-banking ecosystems
- advising a banking institution on developing a network optimization plan
- helping an Asian conglomerate implement a 12-month innovation program that included design thinking and new customer journeys
- supporting the post-merger integration of a large Asian technology, media, and telecom organization
Bruce has lived and worked in Southeast Asia since 1996 and is passionate about the region. He relocated to McKinsey’s Hanoi office in 2019 after living in Singapore and Jakarta. He is fluent in English, French, and Bahasa Indonesia. Outside of work, Bruce is a published songwriter and recording artist.