Lars is a Vice President and the Solution General Manager for Periscope™ Marketing Solutions. He is responsible for Marketing Solutions' development and global deployment and has 10 years experience in marketing and marketing efficiency, advanced analytics, Media Mix Modeling, and Customer Lifecycle Management. Lars has worked on a broad range of marketing efficiency/MROI projects across industries and geographies such as supporting a large-scale transformation project at a US mobile player, reducing marketing spend at a global consumer goods company, and optimizing marketing budget allocation for a leading European utility. Prior to joining the Marketing Solutions team, Lars was an Associate Principal in McKinsey’s EMEA Marketing and Sales Practice with a focus on CLM and advanced analytics. He was also one of the European leaders in McKinsey’s Consumer Marketing Analytics Center (CMAC). Lars was a Research Associate and Lecturer in Marketing at HHL, Leipzig Graduate School of Management, and holds a Diploma in Business Administration and Masters of Science in Economics from the University of Münster.