In an industry with fierce competition and an increasing focus on the environmental footprint, Scandinavian Airlines, SAS, has embarked on a transformation process to become world leading in sustainability and technology powered customer-centricity.

For SAS, sustainable development implies a simultaneous focus on sustainable profitability and financial growth, gradual environmental improvements and social responsibility. Also, through investments in a new digital platform, AI and robotics, SAS improves and adapts the offering to ensure that it meets customers’ expectations, and to improve the travel experience.

Meet Annelie Nässén, Executive Vice President Sales & Marketing and Mattias Forsberg, Executive Vice President & CIO and get their view on how to win Scandinavia’s frequent travellers and how to become the world leader in sustainability in the aviation industry.

Annelie Nässén is since 2017 Executive Vice President Global Sales & Marketing and member of SAS Group Management with responsibility for SAS Brand, Marketing, Global sales organization, Customer Service, Pricing, Airline Partners, Digital Sales and Distribution. Annelie has more than 25 years of experience in various senior leading positions within highly competitive industries with focus on strategy, business development and transformation. During her time at SAS she has implemented a number of changes at a rapid pace, both within the domestic and global landscape, and at the same time delivering great results. In 2016 she was awarded “Manager of the Year” at the Swedish Grand Travel Award.

Before joining SAS, Mattias Forsberg was the CIO at Systembolaget 2011-2015. Before that, he held the position as CIO B&B Tools and strategy/management Consultant at Accenture gaining experience from Swedish and international businesses

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