Anette Ternstrom Andersson, with a long track record from some of the capital’s biggest and most well-known arenas, will become the new Production Director at Stockholmsmassan. The position is a new one and was created as part of a larger reorganization effort to increase the company’s commercial appeal. At the same time, Camilla Hallbro, former Director of Event Services, will become the new Commercial Director.
The largest meeting venue in Scandinavia, Stockholmsmassan in Alvsjo, has been widely considered a quality venue for many years. It consistently receives excellent ratings from visitors as well as exhibitors and organizers. Something, of course, that CEO Patric Sjoberg is incredibly proud of – yet he sees the need to power up the company’s commercial potential.
“We operate in a cut-throat market where competition increases with each passing day. That’s why I’m now changing the organization at Stockholmsmassan and creating three new departments that will guide our operational activities. This will give us greater momentum for future development, and I am delighted to have found such talented people for these key positions,” says Sjoberg.
The commercial department will be headed by Camilla Hallbro. Hallbro has worked at Stockholmsmassan since 2009, and was responsible for the Event Services business area, which under her leadership delivered outstanding performance both commercially and in terms of production efficiency. Today, these services account for one third of the company’s sales.
“This is a fantastic challenge – together with a strong commercial management team, to strengthen Stockholmsmassan’s position and expand, both in existing markets and by developing the business in the exciting new markets we are curious about,” says Hallbro.
Heading up the new production department is Anette Ternstrom Andersson, a newcomer to Stockholmsmassan but a highly experienced industry insider, with twelve years at Stockholm Globe Arenas and five years at Friends Arena to her credit.
“I’m really looking forward to starting at Stockholmsmassan. It’s an incredibly talented and professional company, one that’s also on a mission to develop Stockholm as a visitor destination, which I personally think is great fun,” says Andersson.
Recruitment is underway to fill a third new position as Marketing Director for the Group management team at Stockholmsmassan. The entire reorganization was launched on September 1, and in connection with this development Helena Linden, former Director of the Major Exhibitionsbusiness area, has chosen to leave the company.