Eefke leads our Technology, Media & Telecommunications Practice in the Middle East. With nearly two decades of experience, she specializes in strategy, commercial, and AI topics, and large-scale transformations, focused on TMT clients (telco operators, regulators, investors, tech players). She has served clients in more than 20 countries in the Middle East, Europe, Africa, and the Americas.
Her recent client work includes:
- leading over five holistic commercial telco transformations with 4-10 percent revenue increase
- leading more than 15 commercial engagements, including proposition/pricing design, customer value management/analytics and customer experience transformations
- spearheading a multiyear transformation of a multinational telco group with over 20 percent increase in free cash flow
- leading the strategy development, blueprinting, and execution of a telco transformation enabled by AI and digital
- coleading the post-merger integration of two mobile operators, reshaping the nation’s telecom sector
- developing the 2030 strategy for a digital regulator
- supporting a government entity in its transition toward AI nativity
Eefke leads people development for McKinsey in the Middle East and is actively involved in recruiting, with a focus on increasing diversity. She previously worked in McKinsey’s Addis Ababa office in Ethiopia and the Oslo office in Norway.
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