We are delighted to welcome Pierre Selander to the Newline Interactive team as Country Manager for the Nordics, covering Sweden, Norway, Denmark, and Finland.
Pierre brings extensive experience in the audiovisual and collaboration technology sector, with a professional journey spanning both distribution and manufacturer-side roles. Most recently, he spent three years as a Sales Engineer at Mersive Technologies, focusing on AV integration and customer success in the Nordic region. Prior to that, he held regional sales positions at Tripleplay and Stampede Presentation Products, where he contributed to market development for immersive environments and digital communication solutions. Earlier in his career, Pierre worked as a Product and Sales Specialist AV at ALSO Sweden AB, supporting the distribution of AV products such as large-format displays, projectors, and digital signage systems.
Following his tenure at Mersive, Pierre pursued entrepreneurship by founding his consultancy, Nordivise AB, while also taking a break to focus on his family. His diverse experience – ranging from sales engineering to product distribution, and from startups to large AV companies – gives him deep insights into market dynamics and partner ecosystems in the Nordics.
Pierre’s strong technical expertise, relationship-building skills, and commercial acumen make him a valuable addition to the Newline team. His enthusiasm and collaborative spirit were already evident during his recent visit to the Madrid office.
Getting to know Pierre – interview
To better introduce Pierre to our team, partners, and community, we sat down with him for a short interview. We talked about his career path, vision for the Nordics, and even uncovered a few surprising facts from outside the office. Read on to learn what drives him, what he’s passionate about, and how he sees the future of Newline in Northern Europe.
1. Pierre, can you walk us through your professional journey so far in the AV and tech industry?
Absolutely, I’d be happy to. Before I entered the AV world, I actually had a career as a professional racing driver. I competed at a high level and won several Swedish and Nordic championships. That chapter taught me a lot – not only about discipline and performing under pressure, but also about sales. As a young driver, I had to secure sponsorships to continue racing, which meant learning how to pitch myself, build relationships, and create value for partners. This experience laid the foundation for my confidence and skills in sales.
After my racing career, I transitioned into technical sales, which was a natural fit due to my strong communication skills, curiosity about technology, and desire to understand and solve customer challenges. Over the years, I’ve held several key roles in the AV industry, primarily focused on building long-term relationships, developing go-to-market strategies, and growing sales across the Nordics.
Throughout my career, I’ve earned a reputation for being a reliable, trusted partner, both internally and externally. I’m deeply passionate about technology that truly helps people work better, and I take pride in translating product value into real customer success.
2. You’ve had both commercial and technical roles – how has this shaped your approach to market development?
Having experience on both the commercial and technical sides has greatly shaped my approach to market development. On the technical side, I’ve developed a deep understanding of the solutions I represent – not just how they work, but how they fit into real customer environments. This allows me to have more meaningful conversations with both partners and end users, speaking their language and understanding their challenges.
Bringing these two worlds together enables me to translate technical strengths into commercial success. I can identify market gaps, build trust quickly, and drive adoption more effectively because I understand both the customer’s needs and how to deliver solutions, strategically and technically.
Technology is my passion, and sales is my career focus. Combining the two is my biggest strength – it allows me to move faster, build stronger partnerships, and create long-term value for everyone involved.
3. After your time at Mersive, you took a break and launched your own consultancy. What motivated that move?
Starting my own consultancy was something I had considered for many years. When a natural break came after my time at Mersive, it felt like the right moment to take that step.
It allowed me to stay active in the industry while continuing to grow professionally, but on my own terms. My goal was to create a platform where I could collaborate with companies I trust and believe in, contribute with my experience, and take on projects aligned with my values and strengths.
4. What lessons from this entrepreneurial period do you bring with you to Newline?
One of the biggest lessons from my entrepreneurial experience is learning to take full ownership of both strategy and execution. When you run your own business, there’s no safety net – you have to be proactive, resourceful, and fully accountable.
That mindset naturally carries over to my role at Newline. I approach every opportunity with a strong sense of responsibility and urgency.
5. What are your top priorities during your first months at Newline?
My top priorities in the first months are all about building momentum in the Nordics, starting with brand awareness – especially in Sweden. While Newline is already well-established in markets like Finland, there’s still work to do in increasing visibility and brand recognition in Sweden, Norway, and Denmark.
I’m also focused on reconnecting with existing resellers and introducing myself to new ones. Building strong, trust-based relationships is key in this industry. I want partners to know who I am, what I bring to the table, and how we can grow together.
6. How do you see the potential of the Nordic region when it comes to collaboration and interactive solutions?
The Nordic region has huge potential for collaboration and interactive solutions. One of the great strengths of this market is its openness to new technology – businesses and institutions here are often early adopters, especially when it supports hybrid work, digital learning, or more efficient collaboration.
At the same time, competition is intense. Many strong brands are already active in the space, which means we need to be sharp in both our messaging and execution. But I see this as an opportunity rather than a challenge.
Newline already has a strong global reputation and has seen great success in Finland. Now that we have a local presence across the Nordics, I believe we are in an excellent position to grow. With the right focus on brand awareness, partner relationships, and delivering real value, I’m confident we’ll succeed in Sweden, Norway, and Denmark as well.
7. What values are most important to you in collaboration – both internally and with partners?
For me, the most important values in collaboration are honesty, direct communication, and mutual trust. I believe in being straightforward and speaking directly with everyone involved. Hierarchies and unnecessary layers often slow things down and make collaboration less effective, so I prefer a more open and agile way of working.
I also do my best to be highly available and responsive. I believe in answering quickly, thoughtfully, and always with the intent to support or move things forward. That kind of reliability builds trust, which is the foundation of any strong partnership.
I’m not the type of salesperson who pushes for quick wins. I play the long game, focusing on building genuine relationships based on consistency, value, and follow-through. That’s what creates lasting results, both for the customer and for the business.
8. How would you like to build the bridge between Newline’s central teams and the local Nordic ecosystem?
I want to be the connector who translates in both directions. That means staying close to our product, marketing, and support teams, and sharing what’s working, what’s needed, and where we can improve. At the same time, I’ll work closely with our local resellers and distributors to ensure they feel heard, supported, and part of something bigger.
9. What inspires you most in your work?
What inspires me most is building strong relationships, learning something new every day, and winning deals. I enjoy the pace of the industry and the combination of strategy, technology, and execution – it keeps me motivated and always looking ahead.
10. And outside of work – any passions, hobbies, or surprising facts we should know?
Outside of work, I spend most of my time with my wife and our two young children, aged 1 and 4. In the winter, we love being out in the snow – whether it’s downhill skiing or pulling the kids behind us in a chariot while cross-country skiing in the mountains.
In the summer, we enjoy both relaxed and active adventures, like swimming in the lake near our home, going for short bike rides, or taking longer rides where we bring a tent and spend the night after a long mountain climb. And of course, midsummer parties and gatherings with friends and family are a highlight of the season.
Once a week, I also play floorball with a great group of people aged 20 to 70 – it’s a fun way to stay active and social.
Thank you for your time and good luck! We’re excited about what’s ahead and confident that your leadership will help drive our growth across the Nordic region.
If you’d like to connect or have any questions about our plans in the Nordics, feel free to reach out to Pierre directly at pselander@newline-interactive.com.
