Secma announces a leadership transition and a renewed strategic direction as part of Secma´s continued growth journey. Current Partner and Sales Director, Henrik Ruby, has been appointed as the company’s new Chief Executive Officer, while outgoing CEO Jesper Lolk-Nielsen will transition into a newly created role as Executive Chairman of the Board.
Secma enters an exciting new phase with a sharpened focus on growth, innovation, and organizational alignment. Secma today unveils a refreshed strategic direction and leadership structure designed to strengthen its position as a market leader in medical technology.
Over the past six months, Henrik Ruby and Jesper Lolk-Nielsen have jointly developed a forward-looking strategy to drive sustained growth across Secma’s core markets. Building on nearly two decades of industry leadership, Secma is now ready to take the next step in its evolution.
“To stay ahead, we must continue to evolve at the same pace as the markets we serve,” and “By staying closely aligned with our customers and converting market trends into competitive advantages, we will maintain our position as the preferred supplier in the categories we helped pioneer.” says Henrik Ruby.
The future strategy is anchored in the Analyse – Plan – Execute methodology, emphasizing strong cross-functional collaboration between sales, marketing, service, and back-office teams. This integrated approach is designed to ensure consistency, agility, and impact across all markets.
As part of this strategic transformation, the following leadership changes has taken effect as of May 1, 2025:
- Henrik Ruby is appointed Chief Executive Officer of Secma
- Jesper Lolk-Nielsen will transition into a new role as Executive Chairman of the Board
- Karolina Mineur Hughes will take on the role of Sales Director for Sweden, Norway, and the Netherlands
- Anders Lundgren steps into the newly created role of Business Development Manager