Switzerland Global Enterprise (S-GE), Switzerland’s official organisation for export and investment promotion, promotes Anja Fiedler as its new Chief Executive Officer. This marks a major leadership transition for the organisation as it continues strengthening Switzerland’s global trade and investment ecosystem.
Fiedler has been associated with Switzerland Global Enterprise for nearly 3 years and most recently served as Chief Export Promotion + Global Network Officer and Deputy CEO. During her tenure, she played a key role in expanding Swiss SME internationalisation, strengthening global business networks, and enhancing investment promotion activities across more than 130 countries.
Her appointment reflects her extensive experience in international trade, export growth, strategic leadership, and economic development.
Before joining S-GE, Fiedler served as Managing Director of HACO AG, where she led the transformation of the innovative food products company. She also founded afc consulting and worked in strategic consulting and interim leadership roles for organisations including Roche.
Earlier in her career, she worked as Area Managing Director for Germany-Austria-Switzerland at Denison Consulting Europe, focusing on leadership development, organisational culture, and performance transformation initiatives.
Her senior executive experience also includes serving as EVP / COO at Lonza, where she led global strategy and growth initiatives for the bioscience sector.
Fiedler also held several major international leadership roles at Philip Morris International, including CEO and Area Managing Director across Central Europe and Vice President of Business Development & Strategy. In these roles, she led market expansion, M&A activities, strategic transformation, and operational growth initiatives.
A significant part of her corporate journey was spent at Unilever, where she worked for more than 15 years across South Africa, Thailand, Switzerland, and Germany. During this period, she held multiple senior marketing, category management, and business leadership roles, building expertise in global brand strategy, consumer markets, P&L management, and international business growth.
With more than 30 years of experience across export promotion, consulting, healthcare, consumer goods, operations, and international business leadership, Fiedler brings strong strategic expertise to her new role as CEO of Switzerland Global Enterprise.
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