About Tjark

With more than 15 years of experience, Tjark has deep expertise in marketing and sales issues, focusing mainly on commodities and new downstream in energy as well as chemicals and logistics. He serves clients across the globe with special emphasis on Africa, Europe, and the United States. Tjark leads McKinsey’s marketing and sales work in Germany, is the leader of our product and customer experience work globally, and coleads McKinsey’s Design Practice. He is also a member of the EMEA Marketing & Sales Practice leadership group.

Examples of Tjark’s recent client work include the following:

  • spearheading the retail transformation of a UK energy player, leading to cost reductions of more than 25 percent alongside reorganization, divesture of non-core activities, and top-line growth initiatives
  • leading the brand launch and management for a large pan-European energy incumbent, resulting in over 50 percent awareness after 6 months, distinctive image profile, and a winner of the Effie award
  • supporting retail strategy for a leading Scandinavian energy company with specific emphasis on non-commodity offerings, including e-mobility
  • developing a new ways-of-working program in energy, yielding significantly enhanced customer and employee satisfaction while reducing cost to serve by more than 15 percent
  • leading a commercial transformation at a global shipping line, yielding industry-leading margin position

Tjark has authored various articles focusing on branding and customer experience.

Published Work

Commercial excellence: Powering success in today’s evolving energy retail utility markets,” McKinsey & Company, May 2018

Marketing Performance: How Marketers Drive Profitable Growth, John Wiley & Sons, July 2016

Power Brands: Measuring, Making, and Managing Brand Success, John Wiley & Sons, April 2015


Leipzig Graduate School of Management
PhD, marketing
MA, business administration