Martin Barthel is a member of BCG X, BCG’s new tech build and design business unit, with a mission to invent, build, and scale digital-centric businesses, products, and services. As part of BCG X, Martin leads the digital growth team in Paris with a mission to invent, build and scale digital centric businesses, products and services. Martin is also a core member of BCG's Consumer, and Marketing, Sales & Pricing practices.

Martin brings more than 20 years of experience in building and scaling consumer-centric business models, both in high-tech and luxury goods companies. He has worked across Europe (Germany, UK, France) and in the US (Silicon Valley).

Martin rejoined BCG in June 2022, after having worked as a project leader for BCG more than 15 years ago. In the interim, he worked in senior management positions at eBay in Europe. At Facebook-Meta, he was the global strategy lead for Facebook's ecommerce and retail advertising business, and he led Facebook-Meta’s commerce activities in the US. He was an advisor to German Accelerator Tech in the Silicon Valley, and just prior to rejoining BCG, he held the position of Vice President of Global Digital Business at Gucci.


  • Master's in Management, ESCP Business School
  • EBS Universität für Wirtschaft und Recht