World Data Lab (WDL) is proud to announce the appointment of Thomas Bauer as General Manager Private & Chief Commercial Officer.
Thomas joins WDL from McKinsey & Company, where he was a Partner and co-leader of the firm's Marketing Performance and Retail & Commerce Media practices. He holds a PhD in Strategic Marketing. Over his career, he has advised the C-suites of leading global brands, helping them harness data and consumer insights to drive growth, transform commercial models, and compete in the era of Generative and Agentic AI.
Thomas's expertise spans marketing performance, retail media, data monetization, and commercial strategy across consumer goods, retail, telecommunications, insurance, banking, and private equity — with a client base spanning Europe, the Americas, Asia-Pacific, the Middle East, and South Africa. He is the author of Marketing Performance (Wiley) and served as editor of McKinsey's State of Marketing report.
"My work has always been about helping companies put the consumer at the center of their decisions, using data and insights to unlock growth. World Data Lab has built something unique: the deepest consumer intelligence on the planet. I am excited to help translate that into real impact for our clients."
— Thomas Bauer
Please join us in welcoming Thomas Bauer to the World Data Lab team. We are confident that his expertise and leadership will be instrumental in driving our future success.