As an expert partner in the firm’s Marketing & Sales Practice, Ed’s client work focuses on developing and deploying digital, data, and analytics capabilities. He works with large consumer packaged goods, retail, and financial services companies to identify growth opportunities and increase the value of their relationships with customers and consumers. His expertise includes digital strategy, digital marketing, growth and marketing analytics, segmentation, and advertising and marketing technology. Ed also leads the Marketing Efficiency for Growth Diagnostics (MEG) team, where he focuses on helping companies leverage insights using analytics to power their relationships with their customers.
Over the course of his career, Ed has advised some of the world’s major brands on how to apply new capabilities, analytics, and technology to improve their marketing and sales performance. Prior to joining McKinsey, Ed was a leader with a multinational professional services network, where he helped establish the CMO practice. He served on the board of directors of one of the first commercial buy-side data management platform companies. As an executive vice president and senior partner at a marketing data analytics company, Ed oversaw the analytics technology solutions, product management, product development, and transformation consulting groups and during his tenure, helped transform the organization from a data provider to a digital solutions company, with full technology, advisory, and data offerings. Prior to that, Ed was president of a major marketing analytics company, where he helped establish it as an industry leader in improving marketing effectiveness through predictive analytics.