Born 1951. J.D. and B.A. Board member since 2007. Member of the Compensation Committee.
Brands and consumers decisive
With more than 20 years in the American tobacco industry, Charles A. Blixt has solid experience of the American market and tobacco sector. As a newly elected member of the Board of Swedish Match, he hopes to be able to contribute to the companys growth in the US and in other markets outside Scandinavia.
9 May, 2007
During a visit to Stockholm, Charles A. Blixt has a full schedule of activities connected with Swedish Match. In just a few days, he plans to attend the Annual General Meeting, a Board meeting and to visit the snus factories in Kungälv and Gothenburg, on Sweden's west coast. Nevertheless, he does not feel stressed and sports the hint of smile the entire time.
"I have a great deal of confidence in Swedish Match and have known a number of people in Group management for some time," says Charles A. Blixt. "When I was asked by the Nominating Committee to join the Board, the decision to accept was an easy one." In June 2006, Charles A. Blixt concluded a 22-year career with R.J. Reynolds, the second-largest tobacco company in the US, where he had held the post of General Counsel, among others positions, for many years. "My time with R.J. Reynolds was a wonderful and instructive period, but it was time for new challenges," says Charles A. Blixt.
Legal expertise
Now the agenda is filled with Board responsibilities and a number of legal consulting assignments. In addition to serving on the Board of Swedish Match, Charles A. Blixt sits on the Boards of Krispy Kreme Doughnuts and the pharmaceutical company Targacept, which is developing a new category of medicines based on the beneficial characteristics of the nicotine molecule for treatment of aging-related illnesses such as Alzheimer's disease.
Together with his American colleague John P. Bridendall, also newly elected to the Board of Swedish Match, Charles A. Blixt is convinced of being able to contribute to increasing knowledge about both the American and international markets.
"John P. Bridendall has excellent knowledge of fast-selling consumer goods with strong brand names. Together with his experience of building brands and my legal expertise in connection with the tobacco industry, we cover a broad spectrum that will be of significant value to Swedish Match."
Focus on growth
Charles A. Blixt thinks that Swedish Match is geared for growth. The company is well-managed, with high-quality products, strong brand names and highly skilled personnel. The challenge, according to Charles A. Blixt, will be to remain focused on prioritized growth areas - increasing sales of snuff and cigars in markets outside of Scandinavia, the US market for example, aided by the brand names, while maintaining the company's leading position in the Scandinavian snus market.
"The brands and consumers are the key to success - those two factors are decisive for a consumer products company," emphasizes Charles A. Blixt. "Accordingly, it is critical for Swedish Match to increase the visibility of its brands among consumers."
New trend in the debate
Charles A. Blixt explains that the situation in the US is different from that in Sweden and the rest of Scandinavia, partly because the US is less homogenous. For example, laws vary from state to state, as do, consequently, smoking restrictions.
"One of Swedish Match's challenges will be to convince legislators in the US that smokeless tobacco is a better alternative to cigarettes.
I have been part of the public debate over tobacco for more than 20 years, which has long been categorically opposed to all tobacco. In recent years, I have also noticed a minority of anti-tobacco activists who see smokeless tobacco as a reduced risk alternative to cigarettes. Needless to say it is difficult for them to admit this officially, but it hopefully represents a trend from which we can benefit."
Roots in Sweden
Although Charles A. Blixt is used to working hard, he also places a priority on leisure activities. Golf, skiing and diving are interests that he enjoys pursuing when he has time. He travels extensively throughout the world and has visited every state in the US.
His last name, Blixt, is Swedish in origin and Charles A. Blixt's roots are in fact entirely Swedish. Both his paternal and maternal grandparents emigrated to the US from Sweden during the end of the 19th century; over a million Swedes emigrated to North America 1850-1930. His father and mother spoke Swedish with each other at home.
"But they spoke English with me so that I would learn it properly, so I dont speak as much Swedish as I would like. However, I was raised with many Swedish traditions and Swedish food. Some of my favorites are Swedish pancakes and ginger snaps, which I like to prepare myself."
Setting a good example
On the subject of leadership, Charles A. Blixt believes that the best kind of leadership involves setting a good example. His thesis is that if employees rely on a leader, they will act in the same way as the leader does. What does he think of the leadership of Swedish Match?
"My sense is that there is a unique collegiality and openness among the employees of Swedish Match," says Charles A. Blixt, before departing for the snusfactories in Gothenburg and Kungälv. "One reason for this is undoubtedly effective leadership."