Lars Olof Löfman
Senior Vice President, Global Smokefree Products since 2007. Joined Swedish Match in 1987. Member of Group Management Team since 2004. Born 1956, MSc Eng, Controller DIHM.
"Swedish snus is a product of the future with high potential for achieving success outside Sweden," says Lars Olof Löfman. With 20 years experience, Lars Olof can be called a snuff specialist. During these two decades, he has held leading positions within production, research and development and marketing of snuff for Swedish Match. Since 2007 Lars Olof is responsible for the corporate function Smokefree products. Prior to that he was President of North Europe Division and has been a member of Group Management since 2004.
10 Apr, 2007
How did you come in contact with Swedish Match?
"I was job-seeking in Sweden after having worked in Norway a number of years, and formed a highly favorable impression of Swedish Match during the recruiting interview. In 1987, I began work in snus production in Göteborg but never dreamed that I would still be around after 20 years. The reason I remained with the same company so long is that I have had the opportunity to influence my employment situation and developed the self-confidence to push through my ideas. This includes having been part of developing the new-generation of portion-packed snuff. Swedish Match is an ideally large organization: small enough that it is easy to make decisions, but sufficiently large to have adequate resources at its disposal," says Lars Olof.
Could you describe the course of a typical work week for you?
"There is really no typical week aside from allocating my time between my home city Göteborg, the head office in Stockholm and travel. Most of my time is spent in meetings in various decision forums. Accordingly, it is important for me that there be openings in the calendar for unplanned events and to be available to the organization. I consider it more pleasant to deal with people on a personal basis than by mail, whenever possible."
Can you describe your role in Group Management?
"In my role as the head of the corporate function Smokefree products, it is a matter of working with overall strategies for smokefree products and assuming responsibility for coordination and cooperation within the Group," Lars Olof explains.
Do you take much notice of the public debate about tobacco?
"I am very attentive to the debate. It is interesting how the debate in Sweden has progressed during my 20 years with Swedish Match, and how much further it has progressed here compared with other countries. In the late 1980s, the debate in Sweden dealt with whether it was equally dangerous to use snuff as it was to smoke; now it has been scientifically documented that important health advantages are inherent in snuff compared with cigarettes."
If you were to highlight one thing that Swedish Match is good at, what would it be?
"Then I must mention numerous things which we are good at. We have a high level of expertise among our capable employees. We are also highly business-like, have ample resources and short decision paths. It is also my experience that the corporate culture at Swedish Match is open and agreeable. And last, but not least, we are the best in the world at portion-packed snuff."
What could Swedish Match do better?
"Since the recent years have been highly successful, it is vital that we not rest on our laurels but remain lean and hungry. For example, we need to learn how to expand in those markets in which we are not organizationally large. We also need to be better at introducing more of our products in markets in which we already have an existing local organization," Lars Olof contends.
What do you think characterizes good leadership?
"A good leader has respect for his subordinates. It is vital that a leader be available and supportive of employees, but to also be unafraid to have a frank discussion on matters, good or bad. In such a dialogue, clarity is also essential, so that subordinates understand what the leader is thinking. Good leaders should also be prepared to adapt leadership to the demands of the moment. In addition, it is important to be able to have a good time together."
What are your personal guiding principles in your work?
"What drives me is that I am highly performance-oriented and I want to see results. The sales trend and other figures are good temperature readings for results, but the main path to results is through employees. It is only when employees have a sense of satisfaction and motivation that success can be achieved. I am also motivated by truly believing that snuff is a product of the future."
What will be the greatest challenge for Swedish Match during the coming year?
"We have many challenges, but the most important is to introduce Swedish snus to the U.S. It is a matter of positioning Swedish snus as a product and conducting an information campaign on the health advantages of Swedish snus. If anyone succeeds in introducing Swedish portion-packed snus in the U.S., it will be Swedish Match. We have an exciting year ahead of us," Lars Olof concludes.