Kelsey Robinson

Kelsey partners with executives to integrate digital into all facets of their business and marketing strategies. Drawing on extensive experience in digital marketing, customer relationship management, and customer analytics, she helps clients drive sales performance.

Since joining McKinsey, Kelsey has advised executives as they seek ways to drive overall growth and to improve the effectiveness of their marketing. Focusing on fostering strategic and sustainable business growth, she has partnered with companies in the retail, technology, telecom, travel, and media sectors.

Examples of her work include the following:

• agentic commerce strategy for leading global brand—identifying key war game outcomes / scenarios and clear differentiators to overinvest in
• leading a sales and e-commerce acceleration program for a leading B2B player
• marketing AI strategy for leading technology company
• global brand eCommerce transformation—driving 20% growth in eCommerce—included personalization and cross-channel offering
• leading the Firm’s customer acquisition work with a focus on strategy for and optimization of digital marketing, including sophisticated targeting and personalization
• leading an e-Commerce transformation for a global brand that achieved double digit year-over-year growth by maximizing paid traffic, owned traffic, personalization, and site performance
• building the Firm’s expertise and depth in online marketplaces—identifying strengths and growth avenues for retailers and brands on leading online marketplaces across various categories, identifying highest subcategories of risk (and opportunity)
• leading a CRM transformation for an online retailer, more than doubling the value of owned marketing channels through a personalized communication approach fueled by advanced analytics
• defining a new strategic direction for a leading online publisher, including digital asset strategy

Kelsey is also a driving force behind McKinsey's partnerships with LeanIn.org and Women in the Workplace and leads McKinsey’s West Coast Gender Initiative. Kelsey co-led McKinsey’s research into fostering the success and participation of minorities and girls in STEM education and is a member of the McKinsey Global Institute Council, advising MGI research on global economic, business, and technology trends. She has authored numerous articles on talent in the digital era and independent workers, published by McKinsey and other leading business media.

Before joining McKinsey, she worked at Digitas, a leading global digital advertising agency, where she led efforts focused on cross-channel digital media strategy, online advertising analytics, and tech-enabled customer targeting.