Fredrik Peyron
General Counsel. Senior Vice President, Legal Affairs since 2007. Joined Swedish Match in 2000. Member of Group Management Team and Secretary to the Board since 2007. Born 1967, Bachelor of Laws (LLB).
Since Fredrik Peyrons arrival at Swedish Match in 2000, he has advanced from corporate lawyer to General Counsel, Senior Vice President Corporate Legal Affairs. It is in this capacity that Fredrik has been part of Group management since 2007, working on issues such as company acquisitions, negotiations, contracts and corporate governance matters.
26 Feb, 2007
How did you come to work for Swedish Match?
"I was working as a corporate lawyer at Akzo Nobel when, in 2000, a headhunter recruited me to Swedish Match. At first, my wife thought it was a sailing company, since she made the connection with the sailing competitions in Marstrand. I knew a bit more about Swedish Match and was enticed partly because I thought it would be exciting to work with consumer products. I also felt that Swedish Match was just the right size and advantageous that it was headquartered in Sweden," says Fredrik.
Can you describe what a typical work week is for you?
"It varies quite a bit. My work week seldom ends up the way I think it will go, which I find enjoyable. I become restless if too much of a routine sets in. My job responsibilities include projects that deal with acquisitions and divestments. There can be quite a bit of travel in conjunction with acquisitions, but most of the time I can be found at headquarters in Stockholm. Otherwise, I am quite involved in preparing Board matters and also attend many meetings where legal expertise is needed. And Im also in regular contact with our legal department at the North America Division," explains Fredrik.
Can you describe your role in Group management?
"My role consists of providing legal opinions, as well as viewing the big picture and looking out for the interests of the entire Group. One of my formal duties is to maintain minutes during our meetings. Group Management is a forum in which we have open discussions and where everyone can contribute with their specific expertise."
Do you take much notice of the public debate about tobacco?
"The social debate is something that we must always consider. The global trend is towards increased regulation, with certain countries more active than others, but on slightly different issues. The most timely issue currently is a new legislative proposal in the US that would put the US Food and Drug Administration in charge of overseeing tobacco product regulations," says Fredrik.
If you were to highlight one thing that Swedish Match is good at, what would it be?
"We´re good at focusing on products that have good future prospects. Swedish Match is a well-managed company with all of its processes in place. We also have a strong internal climate, with an open and unpretentious atmosphere among employees."
What could Swedish Match do better?
"We need to do a better job at communicating the advantages of smokeless products compared with cigarettes. This is one area in which we face a real challenge in the future. We could also do a better job at facilitating organic growth and expansion," says Fredrik.
What do you think characterizes good management?
"It involves a balancing act between being receptive and providing clarity. A good leader should listen to his/her employees and value their expertise, but at the same time be able to make his/her own decisions. The guiding principle behind my leadership is to treat everyone with respect, but I also consider it my job to ensure that we actually accomplish what we have set out to do."
What are your personal guiding principles in your work?
"I like to get things done, to achieve the objectives. Im only really satisfied once things have worked out like we had envisioned. I am also driven by working on intellectually challenging issues. Yet another driving force is to ensure that we have good information prior to important decisions," explains Fredrik.
What will be the greatest challenge for Swedish Match during the coming year?
"The greatest challenge will be to achieve organic growth. There are several markets in which we see favorable opportunities for the future, and it is on those markets that we must capitalize. Obviously, we will also deliver on the high goals we have set for ourselves."