Martin Barthel

Martin Barthel is a core member of Boston Consulting Group’s Marketing, Sales & Pricing and Consumer practices. He works with leading global brands, particularly in the fashion and luxury industry, to drive growth through customer-centric commercial strategies and digital business model innovation.

Within BCG X, Martin leads the Fashion & Luxury team in Europe and is a member of CX for Growth, a domain focused on creating world-class customer journeys that deliver measurable commercial impact. His current work explores the future of e-commerce, examining how AI, automation, and new digital ecosystems are redefining how consumers discover, engage with, and purchase from brands.

Bringing more than 20 years of experience from leadership roles in technology and luxury across Germany, France, UK, and the US, Martin has led digital, marketing, and customer-centric transformations for global brands, helping them build growth through data, creativity, and technology.

Before rejoining BCG in 2022, where he had previously served as a project leader, he held senior management positions at eBay Europe and Facebook-Meta, where he was Global Strategy Lead for Facebook’s e-commerce and retail advertising business and later led the company’s commerce activities in the US. He also served as an advisor to German Accelerator Tech in Silicon Valley and, just prior to rejoining BCG, was Vice President of Global Digital Business at Gucci.