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Rod Farmer | McKinsey & Company
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data-component="mdc-c-link" href="/au/overview" class="mdc-c-link___lBbY1_2734c4f"><span class="mdc-c-link__label___Pfqtd_2734c4f">Sydney</span></a></div><div data-component="mdc-c-link-container" class="mdc-c-link-container___xefGu_2734c4f mdc-c-link-container--display-column___X0HDD_2734c4f mdc-u-mb-2 mdc-u-mt-3 mdc-u-grid-gutter-md"><a data-component="mdc-c-link" href="#" class="mdc-c-link-icon___SEKyg_2734c4f" aria-haspopup="dialog" title="Email" aria-label="Email" data-sid="08D52C3D-F0B1-445C-BDD4-373032FC0838" data-layer-event-prefix="Exit Link" data-layer-action="click" data-layer-category="social" data-layer-subcategory="partner" data-layer-subcategory2="email" data-layer-text="Share this profile on email"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--radial___y3csX_2734c4f mdc-c-icon--size-xl___3BEee_2734c4f mdc-c-icon--primary mck-email-icon"></span></a><a data-component="mdc-c-link" href="https://www.linkedin.com/in/rodfarmer/" class="mdc-c-link-icon___SEKyg_2734c4f" target="_blank" title="LinkedIn" data-sid="" aria-label="LinkedIn" data-layer-event-prefix="Exit Link" data-layer-action="click" data-layer-category="social" data-layer-subcategory="partner" data-layer-subcategory2="LinkedIn" data-layer-text="Share this profile on LinkedIn"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--radial___y3csX_2734c4f mdc-c-icon--size-xl___3BEee_2734c4f mdc-c-icon--primary mck-linkedin-thin-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f">LinkedIn</span></a></div></div></div></div></div><script><!--googleon: all--></script><div data-component="mdc-c-description" class="mdc-c-description___SrnQP_2734c4f mdc-u-ts-6 mdc-u-grid-col-md-start-3 mdc-u-grid-col-md-end-11 FullBleedProfile_mck-c-full-bleed-profile__description__z6O7H"><p>Leads customer experience and design in APAC for McKinsey Digital and is a recognized thought leader in human-centered design, customer experience, and digital transformation</p></div></div></div><div class="mck-o-container"><div class="mck-o-container--wrapped mck-o-container--mobile-spacing"><div class="mdc-o-container__body Profile_mck-c-profile__wrapper__BqMov"><div class="Profile_mck-c-profile__container-main__rUO05"><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f"></h2><div class="mdc-o-content-body Profile_mck-c-profile__content-body__r8B5S"><p>Rod leads customer experience and design in APAC for McKinsey Digital. He is a recognized thought leader in human-centered design, customer experience, and digital transformation. Rod helps clients build new businesses and capabilities, deliver new products and services, establish new ways of working, and drive design-led transformations. He also possesses deep expertise in multichannel digital marketing, product design, and organizational capability development.</p> <p>Prior to joining McKinsey, Rod was APAC executive strategic design director for Isobar (part of Dentsu Aegis), leading over 400 digital specialists and accountable for over $20 million in direct profit-and-loss contributions. He has successfully advised many of Australia’s largest organizations at strategic and executional levels on digital and customer-centered transformations. As a successful entrepreneur, Rod founded an award-winning digital agency that specialized in mobile strategy and design.</p> <p>Examples of Rod’s recent projects include the following:</p> <ul> <li>leading customer-experience transformations for multiple clients in telecommunications, from design research through to organizational design and capability building</li> <li>developing new customer value propositions and integrated digital-marketing operating models in telecommunications, artificial intelligence, oil and gas, and financial services</li> <li>serving as program advisor on design and customer experience for the end-to-end digitization of a multinational travel company</li> </ul> <p>Rod sits on the board of directors for SANE Australia—a leading Australian not for profit that helps Australians affected by mental illness. He also actively supports socially oriented businesses in a pro bono capacity to help build stronger Australian communities. Rod is a regular speaker at design, digital, and customer-experience conferences.</p></div><div class="Profile_mck-c-profile__area-a__YIGXu container-placeholder mdc-u-grid mdc-u-grid-gutter-lg"></div></div><div class="Profile_mck-c-profile__sidebar-wrapper__E52KM"><div class="container-sidebar mdc-u-grid mdc-u-grid-gutter-xxl"><button data-component="mdc-c-button" aria-label="" type="button" id="button_id" class="mdc-c-button___U4iY2_2734c4f mdc-c-button--primary___Ed-lT_2734c4f mdc-c-button--size-large___jwpUy_2734c4f" data-layer-event-prefix="Exit Link" data-layer-action="click" data-layer-category="social" data-layer-subcategory="partner" data-layer-subcategory2="email" data-layer-text="Share this profile on email"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mck-email-icon Profile_mck-c-profile__contact-icon__Xw5Jp"></span></button><div class="mdc-u-grid mdc-u-grid-gutter-xxl" data-layer-region="profile-expertise"><div><h2 data-component="mdc-c-heading" class="mdc-c-heading___0fM1W_2734c4f mdc-c-heading--title___5qyOB_2734c4f mdc-c-heading--border___K8dj3_2734c4f"></h2><div><ul class="List_mck-c-list___Lb7q"><li><a data-component="mdc-c-link" href="/capabilities/mckinsey-digital/how-we-help-clients" class="mdc-c-link___lBbY1_2734c4f"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-xs___g8-q5_2734c4f mck-arrow-right-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f">McKinsey Digital</span></a></li><li><a data-component="mdc-c-link" href="/capabilities/mckinsey-design/how-we-help-clients" class="mdc-c-link___lBbY1_2734c4f"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-xs___g8-q5_2734c4f mck-arrow-right-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f">McKinsey Design</span></a></li><li><a data-component="mdc-c-link" href="/capabilities/people-and-organizational-performance/how-we-help-clients" class="mdc-c-link___lBbY1_2734c4f"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-xs___g8-q5_2734c4f mck-arrow-right-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f">People & Organizational Performance</span></a></li><li><a data-component="mdc-c-link" href="/capabilities/rts/how-we-help-clients" class="mdc-c-link___lBbY1_2734c4f"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-xs___g8-q5_2734c4f mck-arrow-right-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f">RTS</span></a></li><li><a data-component="mdc-c-link" href="/industries/technology-media-and-telecommunications/how-we-help-clients" class="mdc-c-link___lBbY1_2734c4f"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-xs___g8-q5_2734c4f mck-arrow-right-icon"></span><span class="mdc-c-link__label___Pfqtd_2734c4f">Technology, Media & Telecommunications</span></a></li><li><div class="List_mck-c-list__non-link-item__lRyc0"><span data-component="mdc-c-icon" class="mdc-c-icon___oi7ef_2734c4f mdc-c-icon--size-xs___g8-q5_2734c4f mck-arrow-right-icon"></span><span>Digital Business Building</span></div></li></ul></div></div></div></div></div><div class="mdc-o-content-body Profile_mck-c-profile__content-body__r8B5S Profile_mck-c-profile__additional-body__hv_Ft"><h3>Published work</h3> <p>“<a href="/featured-insights/future-of-asia/nurturing-supply-and-demand-how-asias-energy-players-can-accelerate-green-growth">Nurturing supply and demand: How Asia’s energy players can accelerate green growth</a>,” McKinsey & Company, November 2022</p> <p>“<a href="/featured-insights/future-of-asia/capturing-growth-in-asias-emerging-ev-ecosystem">Capturing growth in Asia’s emerging EV ecosystem</a>,” McKinsey & Company, June 2022</p> <p>“<a href="/industries/retail/our-insights/as-physical-doors-close-new-digital-doors-swing-open">As physical doors close, new digital doors swing open</a>,” McKinsey & Company, May 2020</p> <p>“<a href="/industries/retail/our-insights/emerging-from-covid-19-australians-embrace-their-values">Emerging from COVID-19: Australians embrace their values</a>,” McKinsey & Company, May 2020</p> <h3>Past experience</h3> <p><strong>Isobar</strong><br /> General Manager </p> <p> <strong>Mobile Experience</strong><br /> Cofounder and director </p> <p> <strong>3 Mobile</strong><br /> Head of user experience </p> <p> <strong>Telstra</strong><br /> Senior digital specialist </p> <p> <strong>University of Melbourne</strong><br /> Lecturer </p> <p> <strong>Defence Science and Technology Group</strong><br /> Senior software engineer </p> <h3>Education</h3> <p> <strong>University of Melbourne</strong><br /> PhD, engineering<br /> BA, BSc, software engineering </p> <p> <strong>University of Lyon</strong><br /> MA, sociology </p></div></div><div class="mdc-u-grid mdc-u-grid-gutter-xl mdc-u-mt-5"></div></div></div></main></div><script id="__NEXT_DATA__" type="application/json">{"props":{"pageProps":{"locale":"en","dictionary":{},"sitecoreContext":{"route":{"name":"Rod Farmer","displayName":"Rod Farmer","fields":null,"databaseName":"web","deviceId":"fe5d7fdf-89c0-4d99-9aa3-b5fbd009c9f3","itemId":"08d52c3d-f0b1-445c-bdd4-373032fc0838","itemLanguage":"en","itemVersion":3,"layoutId":"ae753eb4-a035-40b4-83bf-4b4438df6742","templateId":"882cb5bd-9600-43d9-9d6b-de8134d4a7eb","templateName":"Profile","placeholders":{"jss-main":[{"uid":"8babdffb-0cfb-45a5-8364-eb32fa63d241","componentName":"Profile","dataSource":"","fields":{"data":{"profile":{"id":"08D52C3DF0B1445CBDD4373032FC0838","name":"Rod Farmer","engTitle":"Rod Farmer","displayName":"Rod Farmer","url":"/sitecore/content/McKinsey/Home/Our People/Rod Farmer","template":{"name":"Profile"},"title":{"jsonValue":{"value":"Rod Farmer"}},"background":{"jsonValue":{"value":"\u003ch3\u003ePublished work\u003c/h3\u003e\n\u003cp\u003e\u0026ldquo;\u003ca href=\"/featured-insights/future-of-asia/nurturing-supply-and-demand-how-asias-energy-players-can-accelerate-green-growth\"\u003eNurturing supply and demand: How Asia\u0026rsquo;s energy players can accelerate green growth\u003c/a\u003e,\u0026rdquo; McKinsey \u0026amp; Company, November 2022\u003c/p\u003e\n\u003cp\u003e\u0026ldquo;\u003ca href=\"/featured-insights/future-of-asia/capturing-growth-in-asias-emerging-ev-ecosystem\"\u003eCapturing growth in Asia\u0026rsquo;s emerging EV ecosystem\u003c/a\u003e,\u0026rdquo; McKinsey \u0026amp; Company, June 2022\u003c/p\u003e\n\u003cp\u003e\u0026ldquo;\u003ca href=\"/industries/retail/our-insights/as-physical-doors-close-new-digital-doors-swing-open\"\u003eAs physical doors close, new digital doors swing open\u003c/a\u003e,\u0026rdquo; McKinsey \u0026amp; Company, May 2020\u003c/p\u003e\n\u003cp\u003e\u0026ldquo;\u003ca href=\"/industries/retail/our-insights/emerging-from-covid-19-australians-embrace-their-values\"\u003eEmerging from COVID-19: Australians embrace their values\u003c/a\u003e,\u0026rdquo; McKinsey \u0026amp; Company, May 2020\u003c/p\u003e\n\u003ch3\u003ePast experience\u003c/h3\u003e\n\u003cp\u003e\u003cstrong\u003eIsobar\u003c/strong\u003e\u003cbr /\u003e\nGeneral Manager\n\u003c/p\u003e\n\u003cp\u003e\n\u003cstrong\u003eMobile Experience\u003c/strong\u003e\u003cbr /\u003e\nCofounder and director\n\u003c/p\u003e\n\u003cp\u003e\n\u003cstrong\u003e3 Mobile\u003c/strong\u003e\u003cbr /\u003e\nHead of user experience\n\u003c/p\u003e\n\u003cp\u003e\n\u003cstrong\u003eTelstra\u003c/strong\u003e\u003cbr /\u003e\nSenior digital specialist\n\u003c/p\u003e\n\u003cp\u003e\n\u003cstrong\u003eUniversity of Melbourne\u003c/strong\u003e\u003cbr /\u003e\nLecturer\n\u003c/p\u003e\n\u003cp\u003e\n\u003cstrong\u003eDefence Science and Technology Group\u003c/strong\u003e\u003cbr /\u003e\nSenior software engineer\n\u003c/p\u003e\n\u003ch3\u003eEducation\u003c/h3\u003e\n\u003cp\u003e\n\u003cstrong\u003eUniversity of Melbourne\u003c/strong\u003e\u003cbr /\u003e\nPhD, engineering\u003cbr /\u003e\nBA, BSc, software engineering\n\u003c/p\u003e\n\u003cp\u003e\n\u003cstrong\u003eUniversity of Lyon\u003c/strong\u003e\u003cbr /\u003e\nMA, sociology\n\u003c/p\u003e"}},"about":{"jsonValue":{"value":"\u003cp\u003eRod leads customer experience and design in APAC for McKinsey\u0026nbsp;Digital. He is a recognized thought leader in human-centered design, customer experience, and digital transformation. Rod helps clients build new businesses and capabilities, deliver new products and services, establish new ways of working, and drive design-led transformations. He also possesses deep expertise in multichannel digital marketing, product design, and organizational capability development.\u003c/p\u003e\n\u003cp\u003ePrior to joining McKinsey, Rod was APAC executive strategic design director for Isobar (part of Dentsu Aegis), leading over 400 digital specialists and accountable for over $20 million in direct profit-and-loss contributions. He has successfully advised many of Australia\u0026rsquo;s largest organizations at strategic and executional levels on digital and customer-centered transformations. 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He also actively supports socially oriented businesses in a pro bono capacity to help build stronger Australian communities. Rod is a regular speaker at design, digital, and customer-experience conferences.\u003c/p\u003e"}},"additionalExpertise":{"jsonValue":{"value":"Digital Business Building"}},"expertisePosition":{"jsonValue":null},"autoFetchPublishedWork":{"boolValue":false},"externalPublishedWork":{"jsonValue":{"value":""}},"aboutName":{"jsonValue":{"value":"Rod"}},"expertise":{"jsonValue":[{"id":"70076edf-2f3d-4f7b-848f-5cdef2e12c10","url":"","name":"McKinsey Digital","displayName":"McKinsey Digital","fields":{"Related Link":{"value":{"href":""}},"Title":{"value":"McKinsey Digital"},"Faceted Search":[],"Practice E-mail":{"value":"contact_digital@mckinsey.com"},"Closer Tout Link":{"value":{"href":"/capabilities/mckinsey-digital/our-insights","id":"{31935431-A57E-4C69-98DD-6246DDE4D12C}","querystring":"","text":"","title":"","class":"","url":"/McKinsey/Home/Business Functions/McKinsey Digital/Our Insights","linktype":"internal","name":"Digital Insights"}},"Display Name For 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