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Charmian Caines

Senior Partner & Managing Director


Charmian Caines is a core member of the Consumer, the Marketing, Sales & Pricing, and the Operations practices at The Boston Consulting Group. She leads BCG's Consumer, Retail, and Travel and Tourism practice in the UK, having built this to a leading market position.

Since joining BCG in 1988, she has worked with leading UK and international clients to achieve real change in the retail and consumer sectors. Charmian advises CEOs and their management teams across a broad range of strategy issues including transformation, digital, pricing and promotion, and implementation.

"The most rewarding work we do is when we collaborate with the executive team of a client organization to develop a winning strategy and then together deliver the value," Charmian says. "This is true partnership and is how BCG can have the greatest impact with our clients."

Areas of Expertise

  • Leads BCG's Consumer, Retail, and Travel and Tourism practice in the UK
  • Retail transformation
  • All aspects of grocery and nonfood retail
  • Fast-moving-consumer-goods (FMCG) strategy, digital, productivity, transformation
  • Digital and multichannel
  • Pricing and promotion effectiveness
  • Category management
  • Customer experience
  • Store operations
  • End-to-end (E2E) supply chain
  • International strategy


  • BA, first-class honors, Brasenose College, Oxford
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