Known for his strategic vision and ability to challenge the status quo, Mattias excels at leading diverse teams and driving transformational change. His experience spans brand development, market expansion, and delivering measurable business results. With a sharp focus on growth and innovation, he is dedicated to building Emplicure into a leading nicotine pouch company.

Mattias's leadership style is grounded in unlocking potential—aligning people, strategy, and execution to create sustainable success. He draws on nearly a decade of experience in marketing and sales leadership roles at Swedish Match, where he developed deep expertise in oral tobacco and nicotine pouches. At Emplicure, he focuses on realizing the full potential of the game-changing Seratek technology and shaping the future of nicotine consumption. By combining industry knowledge, a strong network, and a passion for progress, Mattias is driving Emplicure forward to set new standards in the market.