Arla Foods has appointed Patrik Hansson to the newly created role of Chief Marketing Officer. He will lead the Global Brands, Innovation and Digital Marketing functions and strategies of the company.
Arla Foods, one of the leading players in the international dairy arena, has announced the appointment of Patrik Hansson to the newly created role of Chief Marketing Officer and appointment to the Executive Management Team. Patrik Hansson is currently head of Arla Foods’ German market and will step into his new role as of April 1st, 2022.
Patrik Hansson will lead the Global Brands, Innovation and Digital Marketing functions and strategies that are a fundamental to Arla’s Future26 strategy and growth plans, ensuring that the company continues to utilize its competitive advantage and grow its branded business through category innovation and development to meet the fast-evolving expectations and needs of dairy consumers around the world.
Commenting on the appointment, Arla Foods CEO Peder Tuborgh said: “World class brands, innovation and digital marketing expertise are critical to success in the highly competitive global dairy market and a key area of investment and development for Arla. Through his career, Patrik has accumulated vast commercial and marketing leadership experience and has a relentless energy and curiosity for how to understand and meet the changing consumer and shopper needs, changes he has seen first-hand through his market leadership roles in both our International and Europe Zones. I am delighted that he is taking on this role and joining my Executive Management Team.”
Patrik Hansson, a Swedish national, joined Arla in 2011 as Commercial Vice President for Cheese, Butter and Fruit Drinks. In 2015, he was appointed Vice President for Arla’s South East Asia business, before returning to his home country in late 2016 as Managing Director for Sweden. In 2021, Patrik Hansson took up his current role as Managing Director for Arla in Germany.
“LOOKING FORWARD TO WORK WITH MY NEW GREAT TEAM”
Commenting on his new role as CMO, Patrik Hansson said: “I am honoured to be appointed CMO for Arla Foods, but also sad to leave the German business and organization earlier than planned. Through our great brands, products and partnerships; we bring a lot of joy to people’s lives as well as the high quality nutrition we need as part of our everyday diets. With our Future26 strategy, we have set an exciting and ambitious growth agenda for our brands, where innovation, digital marketing excellence, sustainability and collaboration play a crucial role. I am looking forward to work with my new great team, to make this happen.”
Patrik Hansson will take up the role of Chief Marketing Officer from April 1st and will also continue in his role as head of Arla’s German business over the coming months as Arla completes the selection and appointment of his successor.
Also commenting on the appointment, Peter Giørtz-Carlsen, Executive Board Member and EVP Europe Zone, said: “Having worked closely with Patrik since 2015, I am delighted for him and looking forward to working with him in his CMO role. Our business in Germany is making great progress and for our people and operations it’s vital that we maintain strong leadership through this interim period which is why Patrik will split his time over both roles until his successor is in place.”
