Rob Derow

BCG X, Managing Director & Partner

Robert Derow is a marketing and growth leader with 25+ years of experience at the intersection of media, technology, and customer experience. He combines brand storytelling, analytics, and emerging technologies to help organizations drive measurable, sustainable growth. As a Managing Director & Partner at BCG and a North America leader for Digital Growth and Customer Experience, Robert helps global companies modernize go-to-market strategy, brand narrative, and commercialization through AI and GenAI. He builds AI-powered growth systems that integrate paid, owned, and earned media with new discoverability frameworks (AEO/GEO) to improve performance at scale. A major focus of Robert’s work centers on the Future of Commerce and Discoverability in an AI-driven world including agentic commerce, social commerce, conversational commerce, and commerce anywhere. He advises organizations on how AI agents are reshaping customer journeys, intent, and the ways people discover and purchase products. he is particular passionate about the Consumer Adoption of AI! From Information to Transactions to Actions. Robert also specializes in designing personalized, tech-enabled experiences that connect media, content, and commerce. He leads cross-functional teams of strategists, creatives, analysts, and performance marketers, and contributes to BCG’s thought leadership on AI agents, personalized marketing, and Generative Experience Optimization (GXO). Earlier in his career, Robert held executive roles at Viacom, Fox Mobile Group, Gamesys, Nickelodeon, and Freenet Digital, where he helped launch early digital brand activations including SpongeBob’s first presence on Twitter and Facebook. He also founded a diet and health focused platform that grew to become the largest in its category. Outside of work, Robert is a husband, father of three boys, and vintage car enthusiast who brings the same imagination and precision to business transformation as he does to restoration.