As part of our strategic initiatives for 2025, we drive to strengthen our commercial efforts. Therefore, we are pleased to announce Morten Thorsen as our new CCO for Mac Baren Tobacco Company A/S.

Morten has more than ten years of experience working with commercial excellence in large international companies by devising and implementing successful strategies, building high-performance teams, and generating substantial bottom-line results.

The combination of his experience makes him the ideal fit to be responsible for Mac Baren Tobacco Company A/S’ commercial future.

“The second you enter the Mac Baren premises, you feel the amazing history and culture spawn from years of craftsmanship, passion, and close links to the local community. I am very happy for the opportunity to excel in my passion for commercial- and leadership excellence and embark on this ambitious growth journey with Mac Baren while safeguarding the unique DNA of this amazing family-owned business”, Morten Thorsen says.

In fact, we welcome Morten back, as he has previously been employed, working for the company from 2002-2007.

Subsequently, Morten has taken an International Executive MBA and has built up a strong background within the tobacco industry at JTI, Denmark, and in positions as Head of KAM at Jacob Douwe Egberts, Denmark, as Sales and Marketing Director at Wet Wipe, and most recently as Sales Director at Eckes-Granini.

Mac Baren CEO Simon Sophus Nielsen comments on the employment of Morten: “With a passion for the analytical and strategic part of the sales process, Morten ensures the efficient and successful creation of competitive advantage. Welcoming Morten on board, our future commercial development appears brighter.”