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Erik Lindecrantz

Partner, Tokyo
Supports retail and consumer-goods companies across Asia, Europe, and Africa on commercial topics and advanced analytics

About Erik

Erik works with retail and consumer-goods companies across Asia (such as Japan and Singapore), Europe (including the Nordic countries, Germany, Spain, and the United Kingdom), and Africa, with a focus on enhancing commercial capabilities using analytics. He has extensive experience in pricing, marketing, and promotions optimization having served more than 20 clients across geographies on these topics. Erik supports clients both on commercial strategies and execution and recently supported a European grocery retailer on a three-year commercial transformation.

Erik also serves a range of B2C focused clients—such as food producers and cosmetics players—on strategy and corporate-finance topics.

Erik originally comes from Sweden but currently lives and works in Tokyo.


Personalizing the customer experience: Driving differentiation in retail,” McKinsey & Company, April 2020


Chalmers University of Technology
BS, industrial engineering and management

Gothenburg School of Economics
MS, financial economics
MS, business administration
BS, business administration