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TOMRA appoints new Senior Vice President to spearhead continued growth of Nordic Collection Solutions

An experienced business leader has joined TOMRA, the global leader in sensor-based solutions for optimal resource productivity, as its new senior vice president and head of Collection Solutions Nordics.

24 oktober 2017

Image of Anneli Forsman
New Senior Vice President for TOMRA Colllection Solutions Nordics, Anneli Forsman

Anneli Forsman has been appointed by the Norway headquartered company from telecommunications business Telia Company, where she was senior director and head of customer experience design. Prior to that Anneli worked for consumer goods giant Procter & Gamble in Stockholm, Sweden, for 14 years in various Global, EMEA and Nordic roles.

She joins TOMRA’s ten-strong senior group management team to lead the continued growth of TOMRA Collection Solutions in the Nordics, where the company has installed and operated reverse vending machines since it was founded in 1972. Today, TOMRA Collection Solutions has more than 75,000 installations in 60 markets across the world, facilitating the collection of more than 35 billion empty drinking cans and bottles for re-use and recycling every year. 

Commenting on her appointment, Anneli said: “TOMRA’s mission to lead the resource revolution gives it a clear purpose, strong values and a positive culture. I’m excited to become part of a business that has already achieved so much, but also has huge potential for further growth in so many markets.

“This is certainly the case for reverse vending, particularly as TOMRA is full of very passionate people who have a strong drive to improve the environment and better use the world’s resources. I also understand that our success is underpinned by that of our customers, so I will focus on delivering further stakeholder value by developing an even deeper understanding of our customers’ needs and behaviours, and then creating best-in-class experiences for them.”

Whilst at Procter & Gamble, Anneli held various leadership positions in commercial, logistics, innovation and customer experience across the company’s whole portfolio including the Wella and Gillette brands. She also led several logistics sustainability projects across the Nordics. This resulted in the company reducing its CO2 footprint, loading delivery trucks more efficiently and making product transportation more environmentally friendly by switching from truck to rail.

Welcoming Anneli to the company, Head of TOMRA Collection Solutions, Harald Henriksen, said: “Anneli brings a wealth of energy and experience to TOMRA and will lead the continued growth of Collection Solutions in the Nordics, one of our largest and longest-standing markets.

“She has an exceptional track record of delivering innovative projects and an intuitive ability to understand what customers want and need. With Anneli’s range of experience across many business areas, she will play an important role in TOMRA’s continued advancement, and in delivering our mission of leading the resource revolution.”

Anneli has a master of science in international business and economics from Stockholm School of Economics and an undergraduate degree in engineering and civil engineering from the Royal Institute of Technology, Stockholm. In 2012 she was ranked in the top ‘101 Supertalents in Sweden’ by business magazine Veckans Affärer and in 2011 she was shortlisted as a ‘Swedish future female leader’ by business organisation Shortcut.

About TOMRA Collection Solutions:

Founded in 1972, TOMRA is the preferred partner for reverse vending solutions for collecting, reusing and recycling cans and bottles. The TOMRA system has the machines, digital solutions and service to make recycling easy for the industry, system owners, retailers and consumers. With over 75,000 installations across more than 60 markets, TOMRA’s reverse vending machines capture 35 billion used beverage containers every year – reducing reliance on raw materials and ensuring fewer containers end up in landfills, oceans and streets. Visit our Reverse Vending pages on, and follow us on Facebook, Twitter and LinkedIn.

TOMRA Collection Solutions is part of the TOMRA Group, which creates sensor-based solutions for optimal resource productivity, and has a vision to lead the Resource Revolution. The Group employs approximately 3,300 people globally and is publicly listed on the Oslo Stock Exchange (OSE: TOM).