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Lars Fiedler

Sr. Solution Leader and PartnerHamburg

Brings marketing solutions to companies across B2C sectors, including retail, consumer, telecommunications, financial services, and automotive

As the leader of Marketing Solutions, part of Periscope by McKinsey, Lars has worked on a broad range of marketing projects across industries and geographies. His more than 10 years of experience spans marketing strategy, digital marketing, marketing performance and return on investment, personalization, customer lifecycle management, marketing-spend optimization, branding, advanced marketing analytics, and marketing technology.

Examples of Lars’ recent client engagements include the following:

  • designing and implementing a personalization approach and technology solution for a leading $40 billion-plus global hard-goods retailer, growing online sales by more than 25 percent
  • setting up, implementing, and leading the European rollout of a new personalization engine for a leading $20 billion-plus European specialty retailer, increasing online revenues by more than15 percent
  • supporting a large-scale transformation project for a $30 billion-plus US mobile company to improve marketing efficiency and reduce a marketing budget of more than $1 billion by 30 percent without negative sales impact
  • identifying measures to reduce marketing spend by 15 percent in pilot categories for a €20 billion-plus global consumer-goods company, with rollout to more than 60 countries
  • ·optimizing the marketing-budget allocation to reduce marketing spend by 20 percent and increasing customer value by €10 million for the German brand of a leading $50 billion European utility
  • delivering 15 percent savings in marketing spend and increasing sales by 3 percent for a $1 billion-plus US electronics and appliances retailer

Before joining McKinsey, Lars was a research associate and lecturer in marketing at a management school in Germany.

Published Work

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

Getting personal: How banks can win with consumers,” McKinsey & Company, July 2022

The value of getting personalization right—or wrong—is multiplying,” McKinsey & Company, November 2021

Perspectives on personalization @ scale,” McKinsey & Company, July 2018

Delivering consistently relevant experiences at scale,” ClickZ, June 2018

Will Unified Marketing Impact Analysis solve all of our problems?,” MarketingTech, July 2017

To Shine a Light on Marketing Campaigns, UMIA Alone Is Not the Answer – Yet,” Destination CRM, April 2017

Pointing the finger in the marketing mix,” MYcustomer, March 2017

Why customer analytics matter,” McKinsey & Company, May 2016

IT solutions: Use marketing ROI decision support solutions to transform your company decision support,” in Marketing Performance: How Marketers Drive Profitable Growth, Wiley, May 2016

The Secret to Great Marketing Analytics? Connecting With the Decision Makers,” Forbes, January 2016


HHL Leipzig Graduate School of Management

University of Münster
MSc, economics