President of International Division since 2005. Joined Swedish Match in 2002. Member of Group Management Team since 2004. Born 1955, Mechanical Engineer.
Jarl Uggla is a man who thrives in new cultures, active environments and slightly chaotic situations. During his years at Swedish Match, he has had numerous opportunities to experience all this and much more, and even after 20 years in the company, he is still thriving and developing. Jarl has served as President of the International Division since 2005 and a member of Group Management since 2004.
16 Feb, 2007
How did you come into contact with Swedish Match?
"I was working in a packaging company, but both my wife and I felt that we would like to work abroad. When Swedish Match advertised for a management trainee for assignment abroad, I applied. I remember that there were several hundreds applicants who applied and being one of those chosen was like winning the lottery. Relocating abroad was a major step and we thought it was tremendously exciting when we landed in the Philippines in March 1983," said Jarl.
You have been here for a long time, what motivates you?
"I believe that my personality combined with the conditions for a company such as Swedish Match is a perfect match. As an individual you cannot simply wait for opportunities, you have to be active and prepared for when an opportunity with new challenges arises, and despite being a large organization, Swedish Match is sufficiently small to be noticed and heard. There are many opportunities for long-term and interesting careers. Personally, I am also driven by the possibility of being able to change, develop and improve," says Jarl.
Can you describe what a typical work week is for you?
"I spend a significant amount of time traveling in my job. We have 12 plants and 24 sales companies within our division, and with the exception of budget work, we schedule approximately three business reviews annually. It is also important for me to experience the market. I visit stores and retailers to get a better understanding of their business conditions, everything from how they display goods to which products they recommend to their customers. In our world, where laws increasingly rule how we must market ourselves, personal relations are becoming very important," says Jarl who recently returned from a business trip to the Philippines.
Can you describe your role in Group management?
"Firstly, my division must supply the results demanded of us and my responsibility in this respect is clear. Then, there are numerous tasks that must be carried out, and it is necessary for everyone to contribute with experience and energy. I enjoy changing and improving different situations, getting our team together and making things happen. I actually enjoy slightly chaotic situations," laughs Jarl.
Do you take much notice of the public debate about tobacco?
"Anti-smoking debates can be very tough and will not diminish; this is a reality that we must live with. At the International Division, we are aware of the debate, particularly with regard to cigars, where the ambition of authorities is to limit the possibility of advertising in nearly all European countries, and public places where it is permitted to enjoy a cigar are also rapidly disappearing. Naturally, this will limit our work, primarily with regard to new launches, but on the other hand, there is increasing resistance to new players entering markets in which we are already established. So it is extremely important for Swedish Match to defend, but also increase its shares in the market," says Jarl.
If you wanted to highlight something about Swedish Match, what would it be?
"In recent years, we have been able to supply tremendous added value for shareholders, and this was accomplished in an intensely competitive market. Our organization is strong and flexible, which means that we can rapidly change when faced with new challenges. Our brand is also strong and that provides a stable basis for future investments, which feels extremely positive."
What could Swedish Match do better?
"There is always room for improvement. For example, increasing our marketing efforts and actively working on consumer trends, becoming quicker and more efficient in producing new products in a profitable way and becoming even better at identifying employees who would like to grow with Swedish Match, are a few keys to success," Jarl believes.
What is characteristic of good leadership?
"Good leadership comes from an actively involved leader. It is adapted to actual situations and different cultures. A leader must know his/her employees well and ensure that the right person has the right position and assignments, which sometimes means not being afraid to make organizational changes. Daily work should be characterized by open and honest dialog, where it is acceptable to succeed and fail - that alone will lead us forward. A good leader also encourages employees to commit to their development and future; I heavily support the idea of personal responsibility," says Jarl.
What are your personal driving forces at work?
"Naturally, I would like to always achieve and preferably exceed the goals we set for the organization and individuals. I am very competitive and driven to advance to the next transaction, the next project. What is done is done, only the future lies ahead. I like to travel and experience new cultures, which I have the advantage of doing in my job. I am also very active and train a lot. At the moment I am preparing for the Vasaloppet race, ninety kilometer of cross-country skiing. To cope with work and the significant amount of traveling I do, it is necessary to be in good physical condition, I am convinced of that."
What will the coming years major challenge be for Swedish Match?
"We must grow, at least at the same rate as the snus market in Scandinavia, capture market shares in North America, be prepared to launch our snus when European markets open and increase growth in Russia. We should also capture market shares for cigar products, ensure that production and distribution resources are equal to volume ambitions and this will be an exciting time for us to develop relations and contacts to implement possible acquisitions. Quite simply, we have an active and interesting year ahead of us and at the end of the day it is about one thing, becoming better than the competitors."