About Anja

Anja is the senior practice manager for McKinsey's Consumer Packaged Goods and Retail Practices globally. She manages our internal strategy for these industries, leading operations, client-service optimization, knowledge creation, people development, and external communications.

Working closely with the global consumer and wider firm network to ensure optimal client service, Anja coordinates more than 400 consultants and oversees 70 deep-content experts. Anja also leads our consumer-branding, marketing, and external-communications activities. She is the senior content manager for the McKinsey journal Perspectives on retail and consumer goods and serves as a risk adviser.

Anja has extensive knowledge of the European retail landscape, especially grocery retailing (German retail, in particular) and store formats. She has worked on a wide variety of commercial projects, including pricing and promotions. In her former role as a consumer knowledge expert, Anja’s client service included store networks and assortment optimization.

Before joining McKinsey, Anja worked for Lufthansa, where she focused on hotel and rental-car collaboration as part of Lufthansa’s customer loyalty program, Miles & More.

Published work

Perspectives on retail and consumer goods”, McKinsey & Company, 2013–17

“A guide to excellence in retail brand management,”Retail Marketing and Branding, John Wiley & Sons, 2013

Konsumentenverhalten in ereignisinduzierten Markenkrisen” Springer, Deutscher Universitätsverlag, 2007

Education

Chemnitz University of Technology
PhD, economic science and business science

Leuphana University of Lüneburg
MA, business administration and marketing