This is a profile image of Erik Lindecrantz

Erik Lindecrantz


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

Erik works with retail and consumer goods companies across Europe, including the Nordic countries, Germany, Spain, and the United Kingdom, as well as Asia 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 broader range of business-to-consumer (B2C) focused clients, such as food and cosmetics producers, as well as media and consumer-tech companies.

Erik recently moved back to Stockholm after working nearly two years in our Tokyo office.


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


Chalmers University of Technology
BS, industrial engineering and management

The University of Gothenburg
MS, financial economics
MS, business administration
BS, business administration