SAS welcomes Peter Cabello Holmberg as new Chief Information Officer

October 3, 2024 11:10

SAS announces today the appointment of Peter Cabello Holmberg as new Chief Information Officer (CIO). Peter Cabello Holmberg will be responsible for leading SAS’s digital transformation agenda, focusing on advancing digital solutions, enhancing operational efficiency, and driving innovation to support the airline's future growth.

Recently nominated as Denmark’s CIO of the Year, Peter 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 optimizing IT operations.

A key factor in Peter’s appointment is his extensive experience in the fast-moving consumer goods (FMG) 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.

Peter joins SAS from Fiskars Group, where he has served as Chief Digital Officer and has played a pivotal role accelerating the 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”.

“I am thrilled to join SAS at such an exciting time of transformation,” says Peter Cabello Holmberg, the newly appointed CIO of SAS. “The aviation industry is at a turning point where digital innovation can significantly enhance the customer experience and operational excellence. I look forward to working with the talented team at SAS to accelerate our digital initiatives and contribute to the evolution of the new SAS. Together, we will create a more connected and efficient travel experience, from booking to arrival.”

Peter Cabello Holmberg will start his new role on the 1^st of November 2024.