The Board of Directors of Switzerland Global Enterprise (S-GE) has appointed Anja Fiedler as its new CEO. A member of the Executive Board and Head of Export Promotion at S-GE since 2023, Anja Fiedler will succeed Simone Wyss Fedele in summer 2026.
Since 2023, Anja Fiedler has been responsible for promoting exports at S-GE as a member of the executive board and deputy CEO. Before joining S-GE, she was Managing Director at Haco AG, a medium-sized Swiss food company with international operations. During her career, Anja Fiedler has held various CEO and management positions in Switzerland, Europe, the US, Africa, and Asia, including at Unilever, Philip Morris International, Lonza AG, and Hoffmann-La Roche. She also spent several years as a consultant in management positions in the field of international business and organizational development, notably for Ayus and Denison Consulting, where she advised companies on internationalization and business development issues.
The S-GE Board of Directors is convinced that Anja Fiedler is the ideal person to succeed Simone Wyss Fedele. “Our mission, and therefore our top priority, is to support Swiss companies as effectively as possible in a complex geopolitical environment and to strengthen Switzerland’s position as a center of business and innovation in the long term by attracting hand-picked global innovation leaders. With Anja Fiedler, we can ensure this continuity with the highest quality and speed. She knows the needs of our clients in terms of export promotion and the business location from her own experience and has shaped the international activities of numerous companies,” says Ruth Metzler-Arnold, Chair of the Board of Directors of S-GE. She has also proven herself in contributing to the successful development of international organizations, which she is already demonstrating with great success in her current position.
“Anja Fiedler is perfectly qualified to continue promoting Swiss exports and Switzerland as a business location alongside our clients and partners, combining a customer-focused approach with a forward-looking vision,” says François Gabella, Vice-Chairman of the Board of Directors of S-GE.
Change of CEO in summer 2026
Anja Fiedler will succeed Simone Wyss Fedele as CEO in the summer of 2026. As announced in December 2024, Simone Wyss Fedele will be nominated for the position of Chair of the Board of Directors at the Annual General Meeting in April 2027. She will thus succeed Ruth Metzler-Arnold, who will then leave the S-GE Board of Directors after 16 years as Chair.
