Lina Emanuelson, CSO at Holtab: “Everyone is pulling in the same direction”
Holtab’s Chief Sales Officer, Lina Emanuelson, brings nearly two decades of experience from the global power industry. She sees Holtab’s dedicated employees as a major asset in strengthening the company’s position in the Nordic market.
“It’s remarkable how much everyone at Holtab truly cares. It’s one of our greatest strengths,” she says.
Since September 2025, Lina has been leading the sales organisation and business support teams – around 30 colleagues working across several Nordic offices: Sweden, Denmark, and soon also Finland and Norway.
“We are currently recruiting sales engineers in Finland, and we’re about to start the same process in Norway. Holtab’s heart is in Småland and Tingsryd, but we’ve grown significantly, and our culture is gradually evolving. We have all the foundations in place to become an international group, and we must ensure that we bring our long-time strengths with us: technical expertise, team spirit, and short decision paths,” she says.
Lina describes Holtab as agile, values-driven and unusually aligned in its ambitions.
“There is an entrepreneurial spirit that remains, despite the growth of recent years. The entire company is pulling in the same direction.”
A changing market
She sees an exciting future with new areas to serve — such as data centres, heavy duty charging and the defence sector. The latter requires enhanced security awareness and highly confidential ways of working. There is also great potential to develop the Nordic market in every segment, supported by having Holtab colleagues based in all countries.
“Thanks to our flat organisational structure, we quickly find the right position when the market shifts. We offer high-quality products and customer adaptation is in our DNA.”
Lina’s background has revolved largely around power transmission. She grew up in Kungsbacka on the West Coast, studied engineering in Luleå, and completed her thesis project for a major international power company at its regional office in Paris. She then held several positions within the same group – sales, product management, quality management, and sales & marketing.
“I’ve always worked close to customers, in many parts of the world, including Europe, North Africa and Asia.”
Finding her way back home
After nearly fifteen years in the power sector, she made a detour into the timber industry, helping build up a marketing and sales function for a new business area. Four years later, she realised that power transmission was still home.
“I simply enjoy this industry. The technology, the pace, and the international environment suit me well. When Holtab reached out, it felt like a natural step.”
Today, Lina lives on a farm outside Ludvika – geographically in the heart of the Nordics – and often works from Holtab’s nearby office. With Holtab’s strong Scandinavian presence, and ambitions to grow it even further, she believes strongly in building a shared culture where everyone can communicate smoothly.
“Speaking English with each other is fairly new, and there are more things we can do to strengthen the sense of being one company. But above all, we will continue being a service-oriented organisation. We are always happy to visit customers on site, and we are always available by phone,” she concludes.
For a period of time, Lina and former CSO Bengt Dahlberg have been working side by side. Bengt will now take on the role of Senior Application Advisor in the IT department.
Contact
Lina Emanuelson
CSO
