Anna Laestadius has been appointed as chief creative officer of the Hanover, Germany-based Tui Group, overseeing the global development of the brand.

Her new role‘s responsibilities includes the centre of excellence for brand marketing and insights in the Nordics, as well as the company‘s development of brand and marketing campaigns.

Laestadius follows Barbara Haase, who left Tui earlier this year.

“With more than 20 years of experience of driving international businesses, building well renowned brands and transforming them into the digital landscape, Anna Laestadius is the perfect fit for our strong global brand“ said Erik Friemuth, chief marketing officer of Tui Group.

Laestadius has been with Tui since 2015 as chief marketing officer of Tui in the Nordics.

During her time in office, she has been responsible for the launch of the brand name Tui in Sweden, Denmark, Norway and Finland, established a powerful Tui Nordic brand and marketing team and developed the international ‘For You’ campaign.

“TUI‘s global appeal and power has developed immensely in the past years - today, almost 70,000 people operate under one brand with one face to the customer.

“This is a great opportunity to help shape its future development,” said Laestadius.

Laestadius started her career in the advertising and web industry working with brands like Kraft, Star Alliance, Volvo Cars and Ericsson before she spent eight years at Absolut Vodka in different marketing roles, ending up as global brand director.

Before joining Tui, she held the role as global vice president, brand and marketing, for Electrolux Grand Cuisine.