SAS has announced the appointment of Peter Cabello Holmberg as its new Chief Information Officer (CIO), who will be responsible for leading the airline’s digital transformation agenda, focusing on advancing digital solutions, enhancing operational efficiency and driving innovation to support SAS’s future growth.
Holmberg is a distinguished technology leader with an impressive track record in steering global digital and IT transformations, building modern tech infrastructures, managing ERP systems and optimising IT operations.
A key factor in Holmberg’s appointment is his extensive experience in the fast-moving consumer goods (FMCG) and retail sectors—industries where customer-centricity and commercial acumen are paramount. His strong commercial focus and expertise in leveraging technology to enhance the customer experience were significant reasons for bringing him into SAS from outside the aviation sector. This aligns with SAS’s strategy to adopt best practices from retail, particularly in how technology can transform and elevate the customer experience.
He joins SAS from Fiskars Group, where he served as Chief Digital Officer and played a pivotal role in accelerating the company’s digital transformation, growing the direct-to-consumer channel and improving both customer engagement and operational efficiency.
His deep expertise spans multiple industries, with previous leadership roles at Pandora and GN Group, where he spearheaded numerous tech-driven initiatives, further cementing his reputation as a leader in digital transformation.
“It’s with great pleasure we welcome Peter onboard. As we continue to evolve and adapt to a rapidly changing industry, this appointment comes at a pivotal moment for SAS,” says Anko Van der Werff, President & CEO of SAS. “Peter’s vast experience in driving digital innovation will ensure that we not only meet but exceed our customers’ expectations. With Peter at the helm of its digital transformation, SAS is well-positioned to navigate the challenges and opportunities of the future, building a stronger and more resilient airline for its customers and stakeholders.”
Holmberg will assume his new role on November 1, 2024.
