Norwegian born Astrid Simonsen Joos has been appointed General Manager Nordic Lighting as well as CEO in Philips Denmark including the three divisions Consumer Lifestyle, Healthcare, and Lighting. The new leader adds to Philips in depth marketing & sales expertise from Microsoft and CEO experience from her recent position in Creuna, a digital full service agency. Astrid Simonson Joos’ main objective is to enhance Philips’ position in lighting with special focus on LED and digital innovation.

As of yesterday (June 16^th) Philips Lighting Nordic is headed by Astrid Simonsen Joos who will also be overall responsible for Philips in Denmark. She replaces Morten Felding who has moved on to Atea. Astrid has extensive experience from different management and marketing positions from Microsoft and recently from Creuna, a Nordic digital full service agency, where she has been the CEO for the past three years.

- We are delighted to present Astrid Simonsen Joos as our new General Manager Nordic Lighting and CEO in Denmark. Astrids’ profile within marketing and management of IT and digital businesses makes her a brilliant match for Philips with our recent transformation of our portfolio and business model architecture increasingly turning Philips into a technology solutions partner. I am confident that Astrid will be able to infuse new ideas and energy to strengthen our position as market leader in people-centric design, says Karen Lykke Sørensen, CEO, Philips Nordic.

Astrid Simonsen Joos brings with her 15 years of experience within Computer Software Industry and Digital Business Development. She has extensive Nordic and International experience in sales, marketing/PR, business development and people management as well as a strong knowledge in B2C and B2B offerings, and implementation of growth strategies.

- I am much honored to join Philips – a strong and ambitious brand who has played a major and leading role in the lighting revolution marked by LED. I also look forward to help shaping the future of healthcare and to continue leveraging deep consumer insights to create smart technology solutions, says Astrid Simonsen Joos, General Manager Nordic Lighting and CEO, Philips Denmark as of 16^th June.

The 40 year old Astrid Simonsen Joos is educated Master of Science in Business and Economics, and supplemental education within Internet Marketing, M&A Corporate Strategy INSEAD.

Astrid is an experienced and skilled skier. She crossed Greenland on skis, and climbed and reached the summit of Mt Elbrus in Russia. Astrid completed Arctic Circle Race 2014.

Astrid is married with Kristian Joos and has two children.