Primus-Silva Appoints Clara Tronêt Guillon as Chief Marketing Officer

Primus-Silva announces the appointment of Clara Tronêt Guillon as Chief Marketing Officer (CMO). In her role, she will lead global brand and marketing across both Primus and Silva, with a focus on long-term growth, clear brand development, and continued relevance across the company’s markets.

Clara joins Primus-Silva with extensive experience of brand transformation and strategic growth within premium consumer and outdoor brands. Most recently, she served as Global Head of Brand & Marketing at Haglöfs, where she led a comprehensive brand evolution that strengthened the company’s international presence while ensuring marketing efforts directly supported commercial performance.

Her background also includes senior leadership roles at The Absolut Company and Nespresso, bringing broad experience in bridging strong brand heritage with modern consumer engagement. As a lifelong outdoor enthusiast, Clara brings a strong personal connection to the category, and a leadership approach rooted in sustainability and collaboration.

“Primus and Silva are iconic brands that I have used and admired for as long as I can remember. To have the opportunity to build upon over a century of innovation is an honour, and I am thrilled to join the team during such an exciting growth phase. I look forward to sharpening our brand identities and ensuring that we remain the most relevant and progressive choice for our audiences,” says Clara Tronêt Guillon.

“We are very pleased to welcome Clara to Primus-Silva. She is a strong addition to the team and combines a genuine passion for what we do with deep and impressive expertise in brand and marketing,” says Jonas Sjögren, CEO of Primus-Silva.

Clara Tronêt Guillon will join Primus-Silva as Chief Marketing Officer on February 2.