About Gustav

Gustav has more than 15 years of experience, as both a consultant and an executive, in working in telecommunications. Passionate about innovation, value, and the challenges facing the industry today, Gustav regularly advises operators on a range of strategic and operational issues. In addition to mobile operators, his clients include equipment manufacturers and tower companies in 19 countries across Asia, Europe, the Middle East, and the United States.

Gustav is also the global leader of McKinsey’s spectrum-auction work, a role for which he draws on his background as a consultant and as a line manager who ran three spectrum auctions.

After working as a consultant at McKinsey from 2002 to 2009, Gustav joined Vodafone Group in London. As a strategy executive, he focused on market strategy, emerging markets, pricing, distribution, and M&A. In 2012, he became the director of strategy and innovation at O2 in the Czech Republic, where he was responsible for the company’s strategy agenda, 4G auctions, network-sharing negotiations, and the launch of the first mobile virtual network operators in the market. Assuming the role of chief strategy officer in 2014, Gustav oversaw profit and loss for several brands, all commercial partnerships, and alternative infrastructure deployment. In 2015, he became director of the board of Tesco Mobile in the Czech Republic.

He returned to McKinsey in 2016, joining the Tokyo office. A native of Sweden, Gustav is fluent in Swedish and English and speaks conversational Japanese and Russian.

Past experience

Tesco Mobile
Director of board

O2
Director, strategy and innovation

Vodafone Group
Group strategy executive

Education

KTH Royal Institute of Technology
MS, computer science, software engineering