As a core member of the Consumer practice, Olof Darpö leads Boston Consulting Group’s work in ecommerce and marketing in retail for Europe. Olof has significant expertise in many retail industries, with a focus on fashion and luxury and speciality retail. He leads BCG’s growth team in the Nordics—a team of hands-on marketing and ecommerce practitioners. Olof has led several of BCG's largest marketing transformations, spanning the full CMO spectrum including brand positioning, content creation, and excellence in execution across touchpoints.

Olof’s main areas of expertise are data-driven marketing and building high-performing marketing organizations; ecommerce acceleration and building ecommerce organizations that deliver above-market growth through better demand generation, conversion, product offering and pricing, and enabled by world class tech and operations; and data-driven and dynamic pricing including building in-house pricing engines and integrating and tuning existing pricing engines to better reach (often conflicting) core business objectives.

In addition, Olof leads BCG's DE&I effort in the Nordics.