Robert Tas, Vice President, McKinsey

Robert Tas, McKinsey & Company

Vice President

Biography

Robert looks at the world from a digital point of view. From this starting point, he helps executives reimagine their operations and transform the customer experience their companies provide.

In his current advisory work, Robert helps financial-services companies reinvent marketing for a digital world. He has designed agile marketing organizations that can operate at a faster pace, using best-in-class marketing technology, including next-generation measurement systems. The goal is to digitally enable the entire customer decision journey.

For example, working with executives in consumer banking, asset management, and wealth management, Robert has helped set growth strategies that expand the customer base. By acquiring new customers and increasing customer value—getting the right products to the right customers with full personalization—these organizations optimize their marketing return on investment.

A sought-after thought leader, Robert has written and spoken on digital marketing for the Massachusetts Institute of Technology, the Association of National Advertisers, the Mobile Marketing Association, The Conference Board, The CMO Club, and The Economist. In 2015, the AdClub and VentureBeat named him one of the Top 20 Growth CMOs in Greater Boston.

Before joining McKinsey, Robert was a driving force behind successful digital-marketing overhauls in competitive industries. As CMO at a leading software company, he radically restructured the company’s digital capabilities and product strategy, remaking marketing as a profit center. And as the head of digital marketing at a top-ten US bank, he orchestrated a full digital transformation, including initiatives in personalization, analytics, and paid media.

Robert is a former board member for the Ad Council and the Association of National Advertisers.

Previously Worked

Senior Vice President and Chief Marketing Officer, Pegasystems

Robert Tas Content

 
How is marketing changing? Robert Tas, vice president of McKinsey & Company, tells CXOTalk about digital transformation in the marketing operating system. How and why is it changing? What should a company do? Tas shares practical advice for personalization, insights, design, tech and speed.
 
Most companies have only made limited progress in delivering a seamless customer journey on the front end and integrating their backend functions with customer-facing digital processes.
 
Robert Tas is Senior Vice President and Chief Marketing Officer (CMO) at Pegasystems.
 
Well-established organization can excel in the experience economy. Here are three tips for improving the customer’s experience.
 
Here are four steps for "teaching the enterprise to dance" by removing legacy behaviors that create dreadful customer experiences.
 
A new Chief Experience Officer or Chief Customer Officer role is emerging because improving the end-to-end customer experience is a top priority.