This is a profile image of Lars Engel Nielsen

Lars Engel Nielsen


Lars Engel Nielsen


Advises clients on marketing and sales transformations and leads our work in Europe on customer-life cycle management and advanced analytics

Lars is a partner with McKinsey in Denmark where his primary client focus includes commercial strategy, above-market growth, and advanced analytics. He works primarily on marketing and sales transformations in telecommunications, energy, banking, and consumer-goods industries. He also leads McKinsey’s European customer-life cycle management and advanced-analytics work across all B2C sectors.

Prior to joining McKinsey, Lars worked at Colgate Palmolive in Germany and Austria, as well as United Nations Development Organization in Austria and Vietnam.

He holds a master's degree in international business from Copenhagen Business School in Denmark and Vienna University of Economics in Austria. In addition, he has studied economics and languages at Aarhus School of Business in Denmark and the University of Technology in Sydney.

Published work

Why AI-enabled customer service is key to scaling telco personalization,” McKinsey & Company, October 2023

Thinking like a ‘ServCo’: How telcos can drive B2C growth,” McKinsey & Company, November 2022

“Wrapping up: The need for a step change in telecoms marketing and sales,” McKinsey & Company, March 2010 (PDF–192 KB)


Copenhagen Business School
MSc, international business

Aarhus School of Business
BSc, languages, business administration