SJ has recruited Fredrik Henriksson as their new Director of Communications and is simultaneously strengthening their sustainability efforts with a new group-wide unit for Sustainability, which will be led by Claes Lindholtz, Director of Sustainability.
Communication is crucial to SJ's success. As one of Sweden's most visible brands, we constantly need to build and nurture trust – with travellers, employees, the media, and decision-makers. The Director of Communication plays a central role in managing crises, driving the dialogue about sustainable travel, and creating engagement both internally and externally. It is a key strategic role for developing SJ and strengthening our brand.
– We are very pleased that Fredrik is joining SJ as Communications Director. His experience of leading communications in complex and changing environments will be a great strength in our continued work to develop SJ's brand and our relationship with our customers and stakeholders, says Monica Lingegård, President and CEO of SJ.
Fredrik Henriksson has over 20 years of experience in strategic communication and brand development. He has held leadership roles at companies including Husqvarna Group, Vinggruppen/Thomas Cook, SAS, and Indiska, with responsibility for group communications, crisis management, and brand positioning.
– I am both happy and proud to be part of SJ's continued journey. To work with one of Sweden's strongest brands. I now look forward to strengthening customer confidence and positioning SJ going forward, given its central role in connecting Scandinavia, says Fredrik.
The new Sustainability unit will be responsible for the group's sustainability work, including goals for sustainable value creation and the path towards net zero. The unit will also drive strategic partnerships that strengthen SJ's sustainability profile, brand, and sales – and create additional societal benefit for Sweden together with other stakeholders.
– Accelerating our sustainability efforts is crucial for solidifying SJ's position as Sweden's most sustainable company, future-proofing our operations, and contributing to a competitive and climate-smart Sweden, says Monica.
Fredrik will take up his role as Communications Director in November.
According to the press release.
