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Tjark Freundt

Senior Partner, Hamburg

Helps clients achieve superior growth and customer centricity, with a special emphasis on logistics, insurance, and energy companies


With more than 15 years of experience, Tjark has deep expertise in marketing and sales issues. He leads McKinsey’s marketing and sales work in Germany, serves as the global leader of our product and customer-experience work, and coleads McKinsey’s Design Practice. He is also a member of the EMEA Marketing & Sales Practice leadership group.

Tjark focuses on serving logistics, insurance, and energy companies—primarily in Europe, the Middle East, and Africa (EMEA) and in the United States.

Examples of his recent client experience include the following:

  • leading the retail transformation of a UK energy company, cutting costs by more than 25 percent, reorganizing the company, divesting noncore activities, and mounting top-line growth initiatives
  • spearheading the launch and management of a brand for a large pan-European energy incumbent, resulting in more than 50 percent awareness after six months, a distinctive image profile, and an Effie Award
  • supporting the commercial transformation of a global shipping line, yielding an industry-leading margin position and sharp growth in size and profitability
  • defining brand and media strategy for a global logistics leader
  • leading the transformation of German statutory health insurance
  • supporting a leading Scandinavian energy company’s retail strategy, with a specific emphasis on noncommodity offerings, including e-mobility
  • developing a new-ways-of-working program in energy, significantly increasing customer and employee satisfaction while reducing cost to serve by more than 15 percent

Published work

Choosing to grow: The leader’s blueprint,” McKinsey & Company, July 2022

Customer experience: New capabilities, new audiences, new opportunities,” McKinsey & Company, June 2017

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