Thule has added two new senior members to its Group Management team to oversea its Vehicle Solutions business and corporate communications.
“We are strengthening the company's overall strategy with a clearer focus on the consumer market. This allows us to broaden the market for our products and to further strengthen the Thule trademark, thereby improving Thule’s development. All in all, it is about meeting the consumers where the consumers are. We want to speak directly to them as Thule and not only through our distributors,” says Magnus Welander, CEO of Thule.
To accelerate this work, Thule has recruited two senior members to the Group Management team:
Michael Forsmark, 44, takes office on Oct. 1 as the President for Vehicle Solutions, Thule's largest business area. Michael has extensive experience from several senior roles in the retail sector, most recently as the CEO of the Finnish food group Atria's operations in Sweden and Denmark. Before that he held senior roles in companies such as Carlsberg, Leaf and Wrigley.
Fredrik Erlandsson, 39, took office on July 1 as the Senior Vice President Communications for the Thule Group. Fredrik joins Thule from the role as the Corporate Relations Director for the British alcohol beverage company Diageo’s operations in Scandinavia and Eastern Europe. Previously, he has been working as a senior public relations consultant in Scandinavia and Germany.
“I am delighted that we have recruited two such experienced and skilled people to our Group management. I am confident that with Michael and Fredrik we will quickly see a change in focus of Thule's way of communicating with our customers at the retail level”, says Magnus Welander.
