Anja is based in McKinsey’s Connecticut office and is the global leader of McKinsey’s Client Activation function, where she provides strategic leadership for client development across industries and capabilities. With a focus on marketing and consumer behavior, Anja’s expertise lies in leveraging insights to inform strategic decisions and enhance client engagement.
Anja leads a global team with distinctive expertise in strategy, growth, analytics, and operations, driving key marketing and activation capabilities including CRM, personalization, market intelligence, and proposal excellence. Previously, she led strategy and operations for McKinsey’s Consumer Packaged Goods and Retail Practices globally.
Examples of her recent work include:
- leading global activation efforts to optimize client engagement strategies
- innovating the firm’s approach to client satisfaction and loyalty
- strategically enhancing and digitizing the client development journey
Before joining McKinsey, Anja’s work focused on broader consumer-facing industries such as the airline and hotel sectors. She received her doctorate in marketing and consumer behavior, where her research centered on brand loyalty.
Anja is passionate about ballet, Pilates, tennis, and water sports of any kind and is an excellent skier. She speaks German and English, in addition to moderate French and Spanish, and supports national heritage protection, particularly in her home city of Potsdam.