AFRY has recently established a dedicated business segment for the defence sector. At the same time, Jonas Gustavsson has taken on the role of VP and Head of Sales and PMO for the new Defense segment. In an interview with Nordic Defence Sector, he talks about his background, why he chose the defence sector, and what is at the top of his agenda for the coming six months.


What is your background?

I hold a Master of Science in Mechanical Engineering from Chalmers University of Technology in Gothenburg (western Sweden) and have worked in the consulting industry since graduating in 2001. During that time, I have held a number of roles in leadership, sales, and sales management, for example as divisional manager and sales director. I joined AFRY just under a year ago, initially selling product development engagements to clients including those in the defence sector, and I have had a fantastic start and journey here ever since.


Why did you choose to work in the defence sector?

I have extensive previous experience from the automotive industry, but some years ago I felt it was time to try something new. This led to the opportunity to take on the role of divisional manager at what was then Semcon in 2016, with responsibility for operations across 13 offices throughout Sweden. Since then, I have worked with and maintained a focus on industrial clients, including those in the defence sector, across a number of roles. I feel a great sense of pride in being able to contribute to the build-up of Sweden's Total Defence (Totalförsvar) together with AFRY's clients.

 

What made you say yes to the role of VP and Head of Sales and PMO for AFRY's new Defense segment?

The opportunity to be part of creating something new, where I can contribute with my previous experience. AFRY has worked in the defence sector for over 70 years, but since 1 April this year we have established a new Defense segment within our global Industry Division, bringing together our offerings in the defence sector. The focus is on building growth primarily within the Nordic region and contributing to the build-up of Total Defence together with our clients, which include both public authorities and private companies in the defence sector, by consolidating and developing our broad expertise in technology, digitalisation, and advisory services.

 

What does your new position involve?

My focus is on developing our Defense business, both by building up the sales function and creating long-term relationships within the defence domain. I also work on developing the organisation and the project management office within the segment, and I am a member of the Defense segment's management team.

 

What is at the top of your agenda for the next six months?

To quickly establish and get the sales organisation and project management office up and running, so that we can contribute to AFRY's and the segment's growth journey. We see a very strong market within the defence sector in the years ahead, where AFRY will play a central role, capitalising on the growth opportunities available in the market and the opportunity to gain market share, while at the same time strengthening our ability to support clients in developing robust and long-term sustainable solutions linked to Total Defence and resilience. We have made a very strong start with the new segment so far, and I look forward to what comes next with great confidence!