The Swedish outdoor specialist Fjällräven announced that Alexander Matt has been appointed as the new global marketing director for the brand effective April 15. He succeeds Leif Öhlund who left the company in 2019 to pursue other opportunities. For the last four years, Matt held the position of chief marketing officer at the Fiskars Group where he was responsible for the digital transformation and consumer experience management. From 2012 to 2015, he was senior director global brand communications for Adidas Originals and member of the brand’s global leadership team. Before that, Matt spent several years with Levi’s in different international marketing roles.
