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Keith Melker

Partner & Managing Director


Keith is a core member of BCG’s Consumer practice area, leading the Consumer practice in the firm’s South System (Dallas, Houston, Atlanta, Miami, and Denver). He works on strategy topics across all sectors: retail, restaurants, consumer goods, and travel and tourism.

His expertise lies in driving performance through strategy by leveraging consumer insights, advanced analytics, and economic modeling. Implementation of these strategies covers a variety of topics including branding, marketing, consumer segmentation, loyalty programs, digital strategy, pricing, real estate, operations, and business model innovation.

Keith has worked with clients across sectors to develop and actualize strategy. In particular, he has worked closely with clients to find and capture growth in growth-challenged market segments. He relishes the opportunity to make strategy a reality by implementing the findings in “live environments”—in-store testing and execution, selling and delivery, and driving operational change. 

Prior to joining BCG in 2007, Keith worked in the energy industry for General Electric and Reliant Energy.

Areas of Expertise

  • Growth strategy

  • Brand strategy

  • Demand Centric GrowthTM

  • Store performance, real estate, and site selection

  • Pricing and promotions

  • Marketing strategy and execution

  • In-store testing, operations, and execution

  • Consumer segmentation

  • Business model innovation

  • Private equity and due diligence

  • Food, Beverage, and Hospitality


  • MBA, academic honors, Harvard Business School

  • BBA, special distinction, University of Oklahoma

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