Leading the next chapter

With a background in business development, digital transformation and change management, Erik is stepping into the role of CEO at SAM Nordic. Having already worked closely with SAM Nordic over the past year, he is eager to continue building on a strong foundation together with the team. We had a little chat with Erik to get to know him better. 

 

Welcome to SAM Nordic, Erik! Who are you? 

I’m a curious and fairly hands-on person who enjoys making things happen. I’m driven by developing both businesses and people. Outside of work, I appreciate the simple things, such as spending time with family and friends. It doesn’t really need to be more complicated than that. 

 

What did you do before joining SAM Nordic? 

I’ve spent a large part of my career working with business development, digital transformation, and efficiency improvements across different industries. Most of that time has been within food‑service wholesale, but I’ve also worked in automotive and greentech. Much of my work has revolved around leading projects, building strong teams, and driving change where business and technology meet. 

 

What attracted you to this role and to SAM Nordic? 

Over the past year and a half, I’ve had the opportunity to work closely with SAM Nordic on several business development projects. That has given me a good understanding of both the team and the industry. What stood out to me was the combination of doing something genuinely meaningful while being part of a company with strong potential. It’s a journey I’m very much looking forward to continuing together. 

 

What expertise and experience do you bring to the company? 

I bring experience in driving change, creating structure, and aligning teams around common goals. I also have a very pragmatic approach — I enjoy finding solutions that actually work in real life, not just in theory. 

 

What do you think employees often misunderstand about the CEO role? 

Perhaps that you’re expected to have all the answers — which you definitely don’t. A big part of the role is actually about asking the right questions, setting direction, and enabling others to succeed. 

 

Which is more important to you: alignment or constructive disagreement – and why? 

Both are important, but if I have to choose, I would say constructive disagreement. Without it, you risk missing key perspectives and making weaker decisions. That said, it has to be rooted in respect and a shared goal — otherwise it won’t lead anywhere. 

 

What are you most looking forward to in your new position? 

My ambition is to build on an already successful foundation while continuing to evolve the business. SAM Nordic is well positioned in the market, with a strong team and a highly relevant offering. At the same time, there is significant opportunity to further strengthen our position and deliver increased value to both partners and customers. 

 

What do you enjoy doing in your free time? 

I mostly enjoy spending time with family and friends. When I’m feeling more active, I like mountain biking in the summer and skiing in the winter. Music is also a big interest of mine, and I enjoy playing the guitar whenever I get the chance. 

 

What would you like employees to know about you as you step into this role? 

Since I’ve already worked with SAM Nordic for some time, many people know me fairly well. As CEO, I aim to be clear, straightforward, and transparent. I want us to have an environment where we can speak openly about both challenges and opportunities. And I’m genuinely looking forward to the journey ahead — together. 

 

Learn more about the SAM Nordic story, from 1997 until today Link to SAM Nordic history