MarTech Podcast ™ // Marketing + Technology = Business Growth The Consultant's Secret Roadmap
Dec 16, 2025
Kathryn Rathje, a partner at McKinsey's Growth, Marketing & Sales Practice, specializes in driving data-driven marketing transformations. She shares her fascinating insights on blending quantitative analytics with creative strategy to enhance customer value. The discussion highlights practical frameworks for integrating analytical and creative skills, emphasizing the importance of a customer-focused approach in marketing. Kathryn's unique perspective sheds light on sustainable growth for consumer brands, making complex strategies accessible and actionable.
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From Parents To A Data-Driven Career
- Kathryn Rathje describes her parents' backgrounds and how they shaped her skillset.
- She joined McKinsey expecting finance work but got hooked on data-driven marketing that combined math and creativity.
Marketing Is Deeply Analytical
- Kathryn realized marketing can be highly analytical and focused on customer data.
- She highlights the discipline has become even more data driven since 2009.
Blend Quant And Creative For Value
- Kathryn frames marketing as applying quantitative and creative skills together to deliver customer value.
- She argues this blend helps make marketing a champion inside organizations.