Meet Henrik de Verdier

New Chief Commercial Officer at JOAB

Henrik de Verdier has taken on the role of CCO, with responsibility for JOAB’s commercial operations, focusing on coordination between sales, service and marketing. The goal is to create a clear and cohesive business approach.

Henrik joined JOAB in January 2026 and most recently comes from Brenderup Group, where he worked for nearly 15 years. During the past four years as Sales and Marketing Director for the European market, with responsibility for sales, marketing and customer service. What attracted him to JOAB was not only the scope of the role, but also the company itself. During a visit to JOAB’s operations in Gothenburg as part of the recruitment process, Henrik had the opportunity to see how the products are built, meet employees in production and gain a clear understanding of how the company operates in practice.

– There was a high level of engagement, high quality and good order. You quickly notice when things are done with care and precision.

After his first few weeks, he describes a company with a strong history and a clear ambition for the future. A company where tradition and innovation go hand in hand, and where many employees have been part of the journey for a long time.

– There is a sense of pride here. There is strong ambition, and it shows in the daily work.

A role that connects the business
As Chief Commercial Officer, Henrik sees his role as creating cohesion between sales, service, aftermarket and other parts of the organisation.

– The business doesn’t end with delivery. That’s when the next phase begins. For me, the role is about bringing the whole picture together and ensuring long-term business relationships.

He describes his leadership style as inclusive and goal-oriented, with clarity in decisions and direction.

The customer as a partner
Henrik sees JOAB as a company with an unusual combination of long experience and high adaptability. The ability to customize, not only the product but also the way of working – is a clear strength.

– We see the customer as a partner. We should help each other succeed, while also developing each other’s businesses.

He also highlights the development of the industry, with connected vehicles, electrification and increasing demands for delivery precision and communication.

– The competence and the willingness to take the next step are both here. That applies to how we work internally and how we meet customers and the market going forward.

People first, results follow
What gives Henrik the greatest satisfaction at work is development – seeing people grow, take responsibility and challenge themselves.

– When people develop, the company develops as well. The two always go hand in hand.

He draws energy from a culture where people constantly challenge themselves and each other in their daily work – where drive, proactivity and curiosity move the company forward. Outside work, Henrik is just as comfortable in hunting gear as work clothes. He lives in the countryside north of Örebro with his partner Mina and their two dogs, where farm and forestry work, as well as hunting, are a natural part of how the family relaxes. Cooking is another interest – something that, according to the family, he does very well.

And the music? Preferably something with tempo and energy.

– Something that gives you a pulse. And a bit of goosebumps. If I have to choose, I’d say – Volbeat.