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Asia Marketing & Sales Practice

FAST FACTS 12 Marketing Specialists (consultants) 11 Practice Managers, Knowledge Researchers & Staff Office locations Shanghai, Seoul, Tokyo, Singapore We want excellent problem-solvers, who are passionate about marketing and want to build deeper expertise in market research, customer insights and analytical techniques.

In Asia Pacific, the Practice consists of 12 Marketing Specialists, who are McKinsey consultants with specialized Marketing & Sales expertise. In addition, nearly 60 Directors, Partners & Associate Principals provide Practice leadership. Our Specialists are located across these 4 locations - Shanghai, Singapore, Seoul and Tokyo. Unlocking the value of Marketing & Sales The business landscape is increasingly challenging due to increased commoditization of core products and services, profound shifts in value from manufacturers to channels, fragmentation of consumer segments, and proliferation of brands, increasing costs to serve, reducing scale and adding complexity to execution. The Marketing & Sales Practice helps clients address these challenges, and unlock their potential by integrating marketing and sales into business strategy, functions and processes. We typically serve Chief Marketing Officers and help them drive this transformation by improving their marketing and/or sales functions and aligning these with business strategy. You can also visit our global marketing site for more information on the work we do. http://www.mckinsey.com/clientservice/marketing/ In Asia, the Practice serves clients in marketing topics such as Customer Insights, Branding/Marketing ROI, Customer Life-cycle Management, Pricing, Sales & Channel in key industries like Financial Institutions, Packaged Goods Companies, Telecoms, Consumer Electronics, Pharmaceutical Companies and Retailers. A Rewarding Career for Marketers and Marketing Researchers We offer those with deep marketing research and customer insights experience a rewarding and challenging opportunity to combine their knowledge with strategic management consulting. We are looking for talented marketing researchers to provide innovative and pragmatic solutions to client problems. As a McKinsey consultant, specializing in Marketing Research and Customer Insights, Marketing Specialists work alongside consulting teams and their clients, often as an integrated team member. The Marketing Practice offers an intellectually stimulating environment for excellent problem-solvers, who are passionate about marketing and want build deeper expertise in market research, customer insights and analytical techniques. Academics MBA-Marketing, Masters/PhD Marketing, Customer/Marketing Research, Statistics, Quantitative Social Sciences, Behavioral Sciences, Psychology, Sociology, Consumer Science, Applied Mathematics or related fields with heavy quantitative analytics using statistics Consumer/Packaged Goods, Retail, Consumer Electronics and Financial Institutions work experience is ideal Statistical software proficiency eg. SPSS, SAS or other statistical software is strongly preferred. Excellent written and verbal communication skills in English and a local language (depending on the office base Korean, Japanese and Mandarin) are essential.

Experience Desired Skills

Practice Recruiter Samantha Yik email samantha_yik@mckinsey.com, office +65 6586 4852, mobile +65 98453645

Global Marketing & Sales Practice Service Lines

Customer Insights Uncovers incisive and strategically relevant insights into the needs, desires, and behaviors of customers by deploying industry-leading market research approaches, tools and techniques, conducting proprietary research into trends that affect customers, and offering the support of a global network of customer insights professionals Focuses on building shareholder value by strengthening our clients' brands, addressing the full range of topics including Strategy, Architecture, Portfolio, Implementation, BrandMatics, and Marketing Spend Effectiveness/Marketing ROI. Drives maximum customer value by using proprietary customer data and analysis coupled with impactful programs to acquire, develop and retain high-value customers more profitably and effectively, throughout the customer lifecycle. Focuses on achieving significant and sustainable gains in profitability by addressing pricing opportunities and issues on three distinct but related levels: market strategy, customer value, and transactions. Aims to develop a distinctive perspective on how digital technologies are fundamentally changing people and markets, covering a range of topics including online and multichannel strategy, advertising, online branding and spend effectiveness, pricing and digital/functional organizational design Drives growth and profits by developing leading-edge knowledge on end-to-end customer interaction models, channel strategy and management, and sales force strategy and effectiveness. Drives step change in marketing and sales functions through an integrated approach, combining building deep skills, shaping world-class underlying processes and tools, creating the desired collective self beliefs/behaviors, and launching actions with tangible impact.

Branding/ Marketing ROI

CLM (Customer Lifecycle Mgmt)


Digital Marketing

Sales and Channel

Commercial Transformation

Meet our Practice Consultants and Leaders

Marketing Specialist, Tokyo EDUCATION Ph.D., Psychology, Stanford University LANGUAGES Chinese (Mandarin, Cantonese, Shanghai dialects) English, Japanese PRACTICE Asia Marketing & Sales Practice

From day one, I have felt the firm's commitment to my success.

I am a big believer of multi-cultural experiences. In my youth, I lived in China, Hong Kong, Macau, Canada, before spending many years studying in the US. After school, I wanted to experience another culture. McKinsey came to the rescue and put me in Tokyo, where I'm still discovering what this amazing city has to offer. Outside of work, you can find me chasing after fresh powder on my snowboard, or searching for the best place to have a drink or two. A new challenge Before joining McKinsey, I researched how culture influences peoples' emotions and motivations as a Ph.D. student in Psychology. I had a lot of fun and learnt so much in those years, but when I started thinking about my next steps, I realized I wanted to do something more challenging, fast-paced, and impactful. In the end, I chose McKinsey because it not only fulfilled that criteria, but also promised to teach me skills and help me grow. I am very happy I made this choice. The firm is full of people with varied skills, expertise, and experience whom I have learned much from. The sense of community and level of support is tremendous. From day one, I have felt the Firm's commitment to my success. Insights driven impact I think the Marketing Practice is a unique place for people who are interested in or have studied human behavior. On my first few studies, I was awed by just how much the projects relied on the insights gleaned from marketing research that I supported. To be able to make this unique impact was very fulfilling. At the same time, I have benefited personally from the wide-ranging exposure to different industries and experts. I continue to learn, and continue to be challenged. Capability building and learning culture On my first engagement as a Junior Specialist, I worked on developing a new product for a company in consumer goods. The project's success hinged on a large part on a complicated needs-based segmentation. I was a little worried since it was my first time performing such an analysis and I wondered about how I d be evaluated if I didn't know how to finish the analysis. But I quickly discovered that I could easily leverage Firm experts around the world from the very start. Very often, these experts are heavy-weights who pioneered the actual analysis or technique, and they never hesitated to give me as much time as I needed. They helped me hone my skills in a matter of days. I realized that analyses we often take for granted could be very novel and eye-opening to clients. The clients were excited to learn a whole new way of approaching product development. I was especially impressed by the thought that I was not only helping to build one particular product, but also helping clients strengthen their internal capability, which promised far-reaching and long-lasting impact.

Marketing Expert, Seoul EDUCATION MBA-Market Research, University of Wisconsin MA-International Business, Korea University LANGUAGES English, Korean PRACTICE Asia Marketing & Sales Practice Its an exciting time for us now since insights-driven marketing is at the top of many organisations agendas.

I d spent several years in the US and my career with McKinsey took me back to Seoul where I regularly see friends, family and run after my energetic 4-year old daughter. Traveling the world is my passion - seeing new things, meeting different people and broadening my perspectives. Painting and Latin dance are also next on my list. The way we work Among the things about McKinsey that intrigue me and keep me going is the diversity of people, business issues and the client companies you work with. These challenge you everyday and make you think hard about the way you work, how you look at things and think beyond your boundaries. Another thing that is rare about the Firm is that you are surrounded by and work with really smart people who have endless energy, drive and passion about what they do. This is really what makes this place special to me. The network of support to help teams and individuals is unlike any other. If someone reaches out to me for advice, I see myself going out of my way to help. Because I also received terrific support when I first started here and I still do now, the cycle of helping and receiving never stops. That s just how we work. eeping brands healthy One of the most analytical, customer insights-heavy piece I was involved in was a brand strategy study for a telecom service provider. The client was facing real branding issues amidst a saturated telecom market so we had to get it right. I saw firsthand how customer insights impacted the way the clients thought about their brand strategy. We changed the way the client made branding decisions from gut-feel decisions to a more systematic, long-term view of keeping their brand healthy. The CEO really believed in these insights and internalized the new brand strategy throughout the organization and executed it through their marketing campaigns. Speaking a common language I began my career in marketing and even today, I am still fascinated by how consumers behave and think. In our Practice, we share this same curiosity and passion, which drives us to find out what is behind today s crazy proliferation of customer segments, brands and channels using cutting-edge tools and approaches. It s an exciting time for us now since insights-driven marketing is at the top of many organizations agendas. In Asia, you hear more CEOs talking about the need to become more customer-insights driven because they are feeling the challenge of fulfilling consumers needs that are becoming ever more sophisticated. There are so many areas where we can bring real measurable impact to the clients in helping them to think more strategically about marketing.

Principal, Tokyo EDUCATION LL.B., Kyoto University International Law & Politics LANGUAGES English, Japanese PRACTICE Asia Marketing & Sales Practice Leader, Asia Consumer/Packaged Goods Practice Leader What really pulls it all together for me is the Firm s selfless commitment to client impact.

I had reached the limit for growth during my pre-McKinsey days in Business Development and Corporate Venture Capital, and was looking for a unique place that would provide opportunties to learn and be challenged. I was drawn to McKinsey after observing how friends had matured and grown so fast during their time in the Firm. I thought I d try consulting for a few years before moving to something else, but I found that my growth path never stopped the endless possibilities and opportunities to grow, compelled me to stay. Why Asia? The sheer scale of business in Asia is immense, which is evident just by the number of consumers in China, India and Japan. Things also change so quickly in Asia and the opportunity to help shape this impact is incredibly exciting to me. Being fluent in Japanese has enabled me to be a bridge - not only with the rest of the Firm, but it has also helped clients bridge internally within their own corporations. I m really enjoying the experience in Asia, Japan in particular because of the culture and scale of this place. More fun than work sometimes Coming from a media background, I really love issues that touch on consumers directly. Our Marketing work connects customer insights with business-driven decisions in consumer facing industries. I get energised from combining the science & discipline of marketing research with the enthusiasm and curiousity in industries and product sets. A perfect illustration is the work we did for a consumer electronics company. We used world-class, rigorous scientific work to help them change their strategies in defining their products and marketing them. Our client had invested heavily in technical capabilities because they believed their consumers mainly valued its technical attributes. But our insights-driven approach made them realise that aesthetics and ease-of-use played much larger rolse in how they made their purchasing decisions. I thoroughly enjoyed working with on this piece, mainly because of my own love for gadgets. One Firm You really feel that here. The quality and diversity of the people, being able to work together seamlessly because of Firm values. I have worked with truly international teams. And the ability to bring all these people together in such short time frames is incredible. This can only happen with collaboration on a truly global scale. And clients really value this sort of diversity in teams. Globally, we also have access to the greatest thinkers on almost all subjects. Experts who have such a breadth of work on unlimited topics are happy to collaborate and make time for teams. What really pulls it all together for me is the Firm s selfless commitment to client impact.

Interested applicants are welcome to reach out to me at samantha_yik@mckinsey.com with any questions. Submitting an application 1. Apply via our Firm's APD website www.apd.mckinsey.com 2. Select the permanent position application form 3. Select, Position : Associate --> Role : Marketing Associate --> Region : Asia-Pacific --> Location : Shanghai, Seoul, Singapore and Tokyo (in order of preference) Application Deadline for Asia Marketing & Sales Practice Application deadline is October 5, 2008. Please send in your Marketing Specialist applications by then. North American Interviews The Asia Marketing & Sales Practice will conduct interviews in the Chicago, in late October 2008. Shortlisted candidates will be invited to attend these interviews and interview details will be shared closer to the date. All travel expenses will be covered by our Firm.