About Anja

Anja is the senior practice manager for McKinsey's Consumer Packaged Goods and Retail Practices in Europe, the Middle East, and Africa. 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 200 consultants and oversees 30 deep-content experts. 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 Deutsche Lufthansa AG, 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

Retail Marketing and Branding” in Jesko Perrey and Dennis Spillecke, A Guide to Excellence in Retail Brand Management, John Wiley & Sons, 2013

Konsumentenverhalten in ereignisinduzierten Markenkrisen” Springer, Deutscher Universitätsverlag, 2007


Chemnitz University of Technology
PhD, economic science and business science

Universität Lüneburg
MA, business administration and marketing