Mats Liedholm


Mats Liedholm is the Marketing Director at ICA Sweden, the leading grocery retailer in Sweden with over 1300 retailer-owned stores. He is an experienced leader with over 20 years’ experience working with marketing, branding and communication.

ICA is one of Sweden's most popular brands and is known for its innovative marketing and advertising campaigns. The obvious example is the commercials featuring “ICA Stig”. The ongoing concept of short sketches was groundbreaking when the commercials started in 2002. It is featured in the Guinness Book of Records as the world's longest advertising soap opera.

Prior to this role, Mats Liedholm has worked as Managing Director at Valora Trade, Marketing Director at Spendrups and Marketing Director at Kraft Foods. He has worked with several of Sweden's strongest brands such as Gevalia, Marabou, NK, Loka and Norrlands Guld.

Mats Liedholm has a long experience in working in boards and committees. He is the chairman of the board at The Association of Swedish Advertisers and a former member of the board of DLF, Grocery Manufacturers of Sweden.