Zurich, Switzerland, May 2026 — Anja Fiedler has taken over as Chief Executive Officer (CEO) at Switzerland Global Enterprise (S-GE), marking a significant leadership milestone for Switzerland’s official organization for export and investment promotion.
Fiedler has been with Switzerland Global Enterprise for nearly three years and most recently served as Chief Export Promotion + Global Network Officer and Deputy CEO, where she played a critical role in strengthening Swiss SME internationalization, expanding global business networks, and enhancing Switzerland’s investment promotion capabilities across more than 130 countries. Her elevation to CEO reflects her strong strategic leadership and deep understanding of international trade, export growth, and economic development.
Prior to joining S-GE, Fiedler served as Managing Director of HACO AG, where she led the business transformation of the innovative food products company. Her broader entrepreneurial and advisory leadership includes founding afc consulting and serving in interim leadership and strategic consulting roles for organizations including Roche.
Earlier, she was Area Managing Director for Germany-Austria-Switzerland at Denison Consulting Europe, where she focused on organizational culture, leadership, and performance transformation. Her senior executive experience also includes serving as EVP / COO at Lonza, where she was responsible for global strategy and growth of the bioscience sector.
Fiedler also held major global leadership positions at Philip Morris International, where she served as CEO and Area Managing Director across Central Europe and Vice President of Business Development & Strategy, leading market expansion, M&A, strategic transformation, and operational growth.
Her foundational corporate leadership journey was built over 15 years at Unilever, where she held multiple senior marketing, category, and business leadership positions across South Africa, Thailand, Switzerland, and Germany, gaining deep expertise in global brand strategy, consumer markets, P&L management, and international growth.
With more than three decades of leadership spanning export promotion, global strategy, operations, consulting, organizational transformation, consumer goods, healthcare, and international business, Fiedler brings exceptional strategic depth to her new role as CEO of Switzerland Global Enterprise.
About Switzerland Global Enterprise
Switzerland Global Enterprise (S-GE) is the official Swiss organization for export and investment promotion. Commissioned by the Swiss Confederation and cantons, S-GE supports Swiss companies in international expansion while helping innovative foreign businesses establish operations in Switzerland through a powerful global partner network.
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