Press Release

Anja Fiedler new responsible for export promotion at Switzerland Global Enterprise

On 1 September 2023, Anja Fiedler will join the Executive Committee at Switzerland Global Enterprise (S-GE) as Chief Export Promotion + Global Network Officer and Deputy CEO. She succeeds Thomas Först, who was responsible for export promotion until 2022. Anja Fiedler brings many years of experience in international business in management positions at SMEs and multinational companies and thus perfectly complements the management team at S-GE. 

Anja Fiedler

Most recently, Anja Fiedler was Managing Director at Haco AG, an international medium-sized Swiss food manufacturer with 450 employees. Prior to that, Anja Fiedler held various management positions in Switzerland, Europe, the USA, Africa and Asia – including at Unilever, Philip Morris International, Lonza AG and Hoffmann-La Roche. She also worked for several years as an international business development consultant, for example for Oshadhi, and was responsible for the DACH region at Denison Consulting. 

International experience and SME expertise

The Board of Directors of S-GE elected Anja Fiedler with confidence. Ruth Metzler-Arnold, Chairwoman of the Board of Directors, emphasizes: “In addition to international experience and SME expertise, the Board of Directors also attaches great importance to leadership and the ability to further develop international teams. I am therefore delighted by the great interest in this key management position for S-GE.” The Board of Directors received applications from several strong candidates with many years of international leadership experience.

“Anja Fiedler brings with her the ability to skillfully plan, initiate and develop the international business of Swiss companies, which is central to our clients’ experience. She collaborated with private and institutional clients, partners and authorities in Switzerland and abroad in all her previous posts. This gives her an excellent understanding of the importance of our network for effective Swiss export promotion,” says CEO Simone Wyss Fedele. Every year, S-GE advises more than 5,500 Swiss companies on their international business. “With her experience and SME expertise, Anja Fiedler will be able to successfully develop our export promotion mandate together with her team and our partners,” says Simone Wyss Fedele.

Anja Fiedler was born in Germany and has lived in the Basel region and Ticino since the 1990s, interrupted by professional stays abroad in Eastern Europe, Asia, Africa and the USA. In addition to German, she speaks fluent French, English and Thai and has good knowledge of Italian. 

Change in the Executive Committee as of 1 September

Anja Fiedler will take over as Head of Export Promotion + Global Network and deputy to the CEO as of 1 September 2023. She succeeds Thomas Först, who will take up a new challenge in the fall of 2023 after 15 years at S-GE. The Export Promotion + Global Network division was headed in the interim by Executive Committee member Alain Bayer. Alain Bayer will return to his original role as Chief People + Culture Officer. With their work, Thomas Först and Alain Bayer have had a decisive positive impact on export promotion.




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