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Neira Hajro


Uses digital and analytics to transform and build new businesses as a leader of McKinsey Digital in Europe

Neira is a leader in McKinsey Digital and member of the Technology, Media & Telecommunications Practice. She has broad experience transforming and building new businesses using digital and analytics. She uses innovative technology to help organizations enter new markets and channels, build new products, and reach new audiences while grounding her work in design-led thinking and consumer-backed needs and preferences.

She also coleads Fuel, a McKinsey company in Europe that works with pre-IPO companies, their founders, and investors, to reach higher growth and valuations. In that capacity, Neira has engaged and supported the growth agenda for more than 50 founders and investors. This drives her passion for community, innovation, and small businesses.

In addition to her client work, Neira’s areas of expertise include women in STEM, accelerating gender equality through investment strategies, technology innovation and its impact across industries, and the future of work. She is a frequent speaker at global conferences.

Neira moved from Bosnia to the United States before finally settling in the United Kingdom, which she now calls home.

Published work

How playing offense on sustainability can power e-commerce performance,” McKinsey & Company, March 2024

Digital resilience: Consumer survey finds ample scope for growth,” McKinsey & Company, October 2022

Opportunity knocks for Europe’s digital consumer: Digital trends show big gains and new opportunities,” McKinsey & Company, June 2022

Growth sprouts for SMEs in e-commerce,” McKinsey & Company, June 2022

Past Experience

Head of sales strategy

Credit Suisse Group
eCommerce lead


Massachusetts Institute of Technology
MEng, computer science, engineering
BS, computer science, engineering