Happy Holidays & a Focused New Year from APTA 🎄🎾
“In tennis, as in life, discipline & focus are what separate the great from the good.” — Roger Federer
As we head into 2026, our focus is clear: keep your eyes on the ball. Here’s to timing, clarity & leadership at the decisive point.
APTA 2026: Game. Set. Focused. 🎾 In a world of constant motion, distraction is the real opponent. In 2026, APTA’s focus is simple: Keep your eyes on the ball. Not the noise. Not the sidelines. Not yesterday’s rally. What wins matches — & markets — is disciplined focus on what truly matters.
At APTA, we see it every day: leadership success today is more about timing, positioning & execution under pressure. Strategy without focus is just warm-up. Execution without clarity is an unforced error. 2026 is about playing the right ball, at the decisive point. From Executive Search to Interim Solutions, APTA rallies behind our clients with one clear promise: perfect match-making, from first serve to final handshake.
Leadership at the Advantage Point — Selected Assignments
Livly — CEO Appointment at a Moment of Evolution
When premium childrens-wear brand Livly entered its next growth phase, the challenge wasn’t reinvention — it was focus. APTA led the recruitment of Alexandra Adler Lundahl as Managing Director, securing a leader with the rare ability to unite heritage, creativity & commercial discipline. With a proven track record from Björn Borg, Alexandra brought international scale, operational rigor & inspirational leadership — exactly what Livly needed at match point.
Read more about: Livly Welcomes New Managing Director
Waynes Coffee — Marketing Leadership for a New Rally
Under new ownership & renewed ambition, Waynes Coffee needed a Marketing Manager who could both honor Nordic roots & accelerate growth. APTA appointed Ellen Lindblad, bringing international brand experience from Pandora, Viaplay Group & Voyado. Her combination of strategic clarity & hands-on execution positioned Waynes to elevate customer experience, strengthen digital presence & sharpen brand relevance.
Read more about: New Marketing Manager at Waynes
From Spotify to Creative Leadership — Marketing Director Appointment
In the creative & entertainment space, APTA facilitated the recruitment of a Marketing Director from Spotify’s Nordic marketing team to a leading Music studio.
Beyond credentials, this assignment reflects APTA’s belief in performance under pressure. With a competitive international tennis background, this leader embodies focus, resilience & clarity at decisive moments — qualities that translate seamlessly from court to boardroom.
Read more about:: Game, Set, Matched - How APTA's Recruitment Philosophy Leverages Athletic Experience for Business Leadership
Fotografiska — Strategic Leadership at Global Scale
Few leadership journeys illustrate focus & execution better than Fotografiska. APTA had the privilege of recruiting Bárbara García Fernández-Muro, initially as CFO & later appointed President, supporting Fotografiska’s transformation from a Stockholm-based Museum into a global cultural platform spanning New York, Berlin, Shanghai & Oslo. This was leadership where creativity met structure, ambition met discipline — & vision was matched with execution.
Read more about: Celebrating 15 Years of Fotografiska & the Importance of Strategic Leadership
EF Education First — A Culture Without Borders
At the highest level, focus is not only about roles — it’s about culture. APTA is proud to collaborate with EF Education First, one of the world’s most dynamic & globally minded organizations. Founded in Lund in 1965, EF has grown into the world’s largest privately held education & travel company, with more than 50,000 employees across 114 countries.
What makes EF exceptional is not only scale, but a distinctive, values-driven culture: entrepreneurial, international, hands-on & deeply collaborative. Flat hierarchies, diversity across more than 120 nationalities & strong female representation in senior leadership are not initiatives — they are part of EF’s DNA.
APTA has supported EF across a broad spectrum of leadership needs:
From creativity & storytelling to finance, systems & transformation, EF exemplifies how focus on the right roles enables global growth.
Succession has been equally intentional. As second-generation CEO Edward “Eddie” Hult took over from founder Bertil Hult, he emphasized customer focus, collaboration & — crucially — putting the right person in the right role. Despite EF’s global reach, its Swedish heritage remains intact: openness, trust & flat structures continue to guide leadership. This philosophy resonates deeply with APTA. Recruitment, as Bertil Hult once practiced it, was never about filling positions — it was about finding people with curiosity, courage & cultural alignment. That is A Perfect Match.
Read more about: EF – A Culture Without Borders
Bridging Digital Strategy & Customer Value at Husqvarna
As Peter shared, he is "super excited to take on a new challenge, shaping product strategies that create exceptional experiences for users across the globe" ( Promotion to Digital Product Manager, Digital Product & Innovation at Husqvarna)
Earlier at Oriflame, Peter built a strong foundation in digital strategy, e-commerce & customer experience, which proved invaluable at Husqvarna. Over the past decade, he has continued to grow, contribute to building & reshaping the organization’s digital capabilities & take on broader responsibilities.
Matching Aptitude with Ambition: APTA's commitment is to match organizations with individuals who can "build, evolve & lead with purpose". When professionals like Peter stay & thrive for a decade, adding value & driving transformation, it is the strongest proof that the match was right from the start.
The evolution of a key leader within a global organization is the truest metric of a successful executive search. The promotion, marking a sustained impact since his recruitment by APTA a decade ago.
Read more about: Bridging Digital Strategy and Customer Value at Husqvarna
APTA Interim — Leadership at the Point of Impact
APTA Interim Solutions delivers immediate leadership capacity when timing is everything. In the high-profile launch of Hyundai IONIQ 9 in Sweden, APTA deployed interim marketing leadership to orchestrate a complex, high-stakes market entry with precision and speed. The result: seamless execution, strong media resonance, and sustained momentum—demonstrating how interim executives, integrated into already high-performing teams, can act as a strategic accelerant and deliver tangible market impact exactly when it matters most.
Read more about: Driving Tangible Market Impact at Hyundai - APTA Interim Solutions
Leadership at the Point of Impact
In 2026, the game evolves. Markets move faster. Organizations are leaner. Leadership windows are shorter. Winning now demand: Better positioning & Relentless focus on the ball
APTA 2026 is about leadership clarity at the decisive point. APTA help organizations:
APTA specializes in Executive Search & Interim leadership when it matters most:
APTA's approach remains personal, analytical & precise:
APTA 2026 Game Plan: Keep your eyes on the ball & Focus on what truly creates value
Game. Set. Focused. 🎾
About APTA:
Game on! APTA specializes in connecting visionary talents with the organizations that need them most. With decades of experience in Executive Search, APTA provides tailored solutions for businesses seeking top-tier talent in leadership roles, including CEOs, CFOs, CMOs and beyond. From startups to industry champions, APTA rally behind our clients to provide a seamless, tailored experience. APTA carefully analyze our clients’ needs, ensuring every placement is a perfect smash.
Read more about: A Perfect Match
Photo of Roger Federer: On-court focus during a grass-court match in Switzerland (2021) by Michael Dodge / Getty Images. All rights reserved.
As we head into 2026, our focus is clear: keep your eyes on the ball. Here’s to timing, clarity & leadership at the decisive point.
APTA 2026: Game. Set. Focused. 🎾 In a world of constant motion, distraction is the real opponent. In 2026, APTA’s focus is simple: Keep your eyes on the ball. Not the noise. Not the sidelines. Not yesterday’s rally. What wins matches — & markets — is disciplined focus on what truly matters.
At APTA, we see it every day: leadership success today is more about timing, positioning & execution under pressure. Strategy without focus is just warm-up. Execution without clarity is an unforced error. 2026 is about playing the right ball, at the decisive point. From Executive Search to Interim Solutions, APTA rallies behind our clients with one clear promise: perfect match-making, from first serve to final handshake.
Leadership at the Advantage Point — Selected Assignments
Livly — CEO Appointment at a Moment of Evolution
When premium childrens-wear brand Livly entered its next growth phase, the challenge wasn’t reinvention — it was focus. APTA led the recruitment of Alexandra Adler Lundahl as Managing Director, securing a leader with the rare ability to unite heritage, creativity & commercial discipline. With a proven track record from Björn Borg, Alexandra brought international scale, operational rigor & inspirational leadership — exactly what Livly needed at match point.
Read more about: Livly Welcomes New Managing Director
Waynes Coffee — Marketing Leadership for a New Rally
Under new ownership & renewed ambition, Waynes Coffee needed a Marketing Manager who could both honor Nordic roots & accelerate growth. APTA appointed Ellen Lindblad, bringing international brand experience from Pandora, Viaplay Group & Voyado. Her combination of strategic clarity & hands-on execution positioned Waynes to elevate customer experience, strengthen digital presence & sharpen brand relevance.
Read more about: New Marketing Manager at Waynes
From Spotify to Creative Leadership — Marketing Director Appointment
In the creative & entertainment space, APTA facilitated the recruitment of a Marketing Director from Spotify’s Nordic marketing team to a leading Music studio.
Beyond credentials, this assignment reflects APTA’s belief in performance under pressure. With a competitive international tennis background, this leader embodies focus, resilience & clarity at decisive moments — qualities that translate seamlessly from court to boardroom.
Read more about:: Game, Set, Matched - How APTA's Recruitment Philosophy Leverages Athletic Experience for Business Leadership
Fotografiska — Strategic Leadership at Global Scale
Few leadership journeys illustrate focus & execution better than Fotografiska. APTA had the privilege of recruiting Bárbara García Fernández-Muro, initially as CFO & later appointed President, supporting Fotografiska’s transformation from a Stockholm-based Museum into a global cultural platform spanning New York, Berlin, Shanghai & Oslo. This was leadership where creativity met structure, ambition met discipline — & vision was matched with execution.
Read more about: Celebrating 15 Years of Fotografiska & the Importance of Strategic Leadership
EF Education First — A Culture Without Borders
At the highest level, focus is not only about roles — it’s about culture. APTA is proud to collaborate with EF Education First, one of the world’s most dynamic & globally minded organizations. Founded in Lund in 1965, EF has grown into the world’s largest privately held education & travel company, with more than 50,000 employees across 114 countries.
What makes EF exceptional is not only scale, but a distinctive, values-driven culture: entrepreneurial, international, hands-on & deeply collaborative. Flat hierarchies, diversity across more than 120 nationalities & strong female representation in senior leadership are not initiatives — they are part of EF’s DNA.
APTA has supported EF across a broad spectrum of leadership needs:
- Executive Creative Director – Global Brand & Design (Switzerland), shaping EF’s global identity across markets & platforms
- Head of Global Financial Systems (Zürich), leading international teams & driving digitalization & automation at scale
From creativity & storytelling to finance, systems & transformation, EF exemplifies how focus on the right roles enables global growth.
Succession has been equally intentional. As second-generation CEO Edward “Eddie” Hult took over from founder Bertil Hult, he emphasized customer focus, collaboration & — crucially — putting the right person in the right role. Despite EF’s global reach, its Swedish heritage remains intact: openness, trust & flat structures continue to guide leadership. This philosophy resonates deeply with APTA. Recruitment, as Bertil Hult once practiced it, was never about filling positions — it was about finding people with curiosity, courage & cultural alignment. That is A Perfect Match.
Read more about: EF – A Culture Without Borders
Bridging Digital Strategy & Customer Value at Husqvarna
As Peter shared, he is "super excited to take on a new challenge, shaping product strategies that create exceptional experiences for users across the globe" ( Promotion to Digital Product Manager, Digital Product & Innovation at Husqvarna)
Earlier at Oriflame, Peter built a strong foundation in digital strategy, e-commerce & customer experience, which proved invaluable at Husqvarna. Over the past decade, he has continued to grow, contribute to building & reshaping the organization’s digital capabilities & take on broader responsibilities.
Matching Aptitude with Ambition: APTA's commitment is to match organizations with individuals who can "build, evolve & lead with purpose". When professionals like Peter stay & thrive for a decade, adding value & driving transformation, it is the strongest proof that the match was right from the start.
The evolution of a key leader within a global organization is the truest metric of a successful executive search. The promotion, marking a sustained impact since his recruitment by APTA a decade ago.
Read more about: Bridging Digital Strategy and Customer Value at Husqvarna
APTA Interim — Leadership at the Point of Impact
APTA Interim Solutions delivers immediate leadership capacity when timing is everything. In the high-profile launch of Hyundai IONIQ 9 in Sweden, APTA deployed interim marketing leadership to orchestrate a complex, high-stakes market entry with precision and speed. The result: seamless execution, strong media resonance, and sustained momentum—demonstrating how interim executives, integrated into already high-performing teams, can act as a strategic accelerant and deliver tangible market impact exactly when it matters most.
Read more about: Driving Tangible Market Impact at Hyundai - APTA Interim Solutions
Leadership at the Point of Impact
In 2026, the game evolves. Markets move faster. Organizations are leaner. Leadership windows are shorter. Winning now demand: Better positioning & Relentless focus on the ball
APTA 2026 is about leadership clarity at the decisive point. APTA help organizations:
- Focus on the roles that truly move value
- Deploy leadership exactly when timing matters most
- Strengthen already high-performing teams
APTA specializes in Executive Search & Interim leadership when it matters most:
- CEOs, CFOs, CMOs, Commercial & Transformation Leaders
- Interim executives who integrate seamlessly & accelerate results
- Strategic hires that change the scoreboard
APTA's approach remains personal, analytical & precise:
- Deep industry insight
- Culture-first matching
- Proven results across industries
APTA 2026 Game Plan: Keep your eyes on the ball & Focus on what truly creates value
Game. Set. Focused. 🎾
About APTA:
Game on! APTA specializes in connecting visionary talents with the organizations that need them most. With decades of experience in Executive Search, APTA provides tailored solutions for businesses seeking top-tier talent in leadership roles, including CEOs, CFOs, CMOs and beyond. From startups to industry champions, APTA rally behind our clients to provide a seamless, tailored experience. APTA carefully analyze our clients’ needs, ensuring every placement is a perfect smash.
Read more about: A Perfect Match
Photo of Roger Federer: On-court focus during a grass-court match in Switzerland (2021) by Michael Dodge / Getty Images. All rights reserved.
