Peter Cabello Holmberg Appointed Chief Information Officer of SAS to Drive Digital Transformation

(IN SHORT) SAS has appointed Peter Cabello Holmberg as its new Chief Information Officer (CIO), effective November 1, 2024. In this role, Peter will lead the airline’s digital transformation initiatives, focusing on advancing digital solutions, enhancing operational efficiency, and fostering innovation. Recognized as Denmark’s CIO of the Year, he brings a wealth of experience from the fast-moving consumer goods and retail sectors, where customer-centricity is key. Prior to joining SAS, Peter served as Chief Digital Officer at Fiskars Group and has held leadership positions at Pandora and GN Group. SAS’s President & CEO, Anko Van der Werff, expressed confidence that Peter’s expertise will help the airline exceed customer expectations while navigating future challenges. Peter is enthusiastic about the opportunity to drive digital innovation within SAS, aiming to improve the overall travel experience for passengers.

(PRESS RELEASE) Stockholm, Sweden, 2024-Oct-3 — /Travel PR News/ — SAS has announced the appointment of Peter Cabello Holmberg as its new Chief Information Officer (CIO), effective November 1, 2024. In his new role, Peter will spearhead SAS’s digital transformation efforts, aiming to advance digital solutions, improve operational efficiency, and foster innovation to support the airline’s ongoing growth.

Recently honored as Denmark’s CIO of the Year, Peter is a seasoned technology executive with a proven history of driving digital and IT transformations on a global scale. His expertise includes developing modern technology infrastructures, managing ERP systems, and optimizing IT operations.

One of the key reasons for Peter’s selection is his substantial experience in the fast-moving consumer goods (FMG) and retail sectors—fields where customer-centric approaches and commercial savvy are critical. His strong focus on leveraging technology to enhance the customer experience makes him a valuable addition to SAS, especially as the airline looks to adopt best practices from retail to transform its operations.

Prior to joining SAS, Peter served as Chief Digital Officer at Fiskars Group, where he played an instrumental role in accelerating the company’s digital transformation, expanding direct-to-consumer channels, and enhancing customer engagement and operational efficiency.

Peter’s extensive background also includes leadership positions at Pandora and GN Group, where he led numerous technology-driven initiatives that solidified his status as a digital transformation leader.

Anko Van der Werff, President & CEO of SAS, expressed his enthusiasm for Peter’s arrival: “We are delighted to welcome Peter to our team. His expertise in digital innovation is crucial as we adapt to a rapidly evolving industry landscape. With his leadership, SAS will not only meet but exceed our customers’ expectations, positioning us to effectively tackle future challenges and seize opportunities.”

Peter Cabello Holmberg shared his excitement about joining SAS: “I am eager to be part of SAS during this transformative period. The aviation industry is at a pivotal juncture where digital innovation can dramatically enhance customer experiences and operational efficiency. I look forward to collaborating with the talented SAS team to accelerate our digital initiatives and contribute to the evolution of SAS, ultimately creating a more connected and seamless travel experience for our passengers.”

Media Contact:

Tel: +46 8 797 29 44
email: press@sas.se

Source: SAS

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