Full P&L responsibility (€78M) and leadership of a 75-person sales & marketing team across Nordics & Benelux, consistently exceeding sales targets through strategic leadership and operational rigor. Designed and implemented a new go-to-market organization and talent strategy, instilling an innovation-led, high-performance culture (achieving +8% growth in Year 1). Spearheaded digital and customer-centric transformations to enhance engagement and efficiency, aligning CRM and data-driven insights to market needs. Forged new strategic partnerships with key wholesalers, distributors, and pharmacies, expanding market reach and generating €1.2M (35%) incremental growth in the first year. Led regional sustainability initiatives, aligning business drivers with environmental goals to achieve a higher competitive win rate. Fostered a purpose-driven and empowering culture across a diverse, multinational team, resulting in high engagement and talent retention. Initiated and implemented a commercial model for selling wound care as service. Later being adopted across a number of countries in EMEA.

Directed all Swedish operations with full P&L responsibility (€210M) for Sales, Marketing, Supply Chain, Service, Finance, and support functions across a 300-person organization. Led the strategic transformation of a 300-person organization from a traditional medical wholesaler to an integrated, value-driven healthcare solutions provider, mirroring the shift from clinical support to a commercial sales culture. Achieved 100% retention of key talent during a major restructuring, building a high-performing leadership team with a shared purpose for future growth. Initiated and built a full-service organization for all devices sold, opening a new revenue stream previously not present in the company. Managed national strategic planning and an active M&A pipeline, leading the €24M acquisition of a leading OR segment provider, ensuring seamless integration of the acquired business while preserving its growth trajectory. Championed digital transformation by introducing AI & high-tech product line aligned with Sweden’s eHealth initiatives, enhancing process efficiency and customer service quality. Demonstrated success in balancing long-term strategic vision with rigorous operational execution, owning both the high-level transformation roadmap and the detailed day-to-day performance of a €210M business.

Directed the Surgical business unit across Nordics & Poland (P&L €68M, 79 FTE), achieving consistent year-over-year double-digit sales growth (annual 8–14%). Instituted a high-performance, commercially driven sales culture and effective commercial strategies that drove significant market share gains in a competitive MedTech environment. First region to introduce and go to market with ProCare, a pay for service (HW/SW/Service included in one) solution in Europe. Led commercial M&A integration efforts, coordinating due diligence and assimilation activities for a substantial electrosurgery division acquisition, ensuring continuity and value retention. Provided strong program management leadership, heading cross functional launch teams for new technologies and chairing product steering committees to ensure alignment between commercial strategy and product roadmaps

Member of the Board of Swedish Medtech