Peter Cabello Holmberg | CIO
SAS Scandinavian Airlines

Peter Cabello Holmberg Executive Vice President & Chief Information Officer Peter Cabello Holmberg serves as Executive Vice President and Chief Information Officer (CIO) at Scandinavian Airlines (SAS), where he leads the Digital & IT (DIT) organization. Based in Stockholm, Peter plays a pivotal role in advancing SAS’s digital transformation and technological innovation. Under his leadership, the DIT division has undergone a strategic transformation—repositioning itself to not only enable but also own and drive key commercial initiatives. This includes leading SAS’s ambitious AI Big Bets programs, spearheading the digital transformation, and implementing a modern operating model designed for scalability, agility, and cost efficiency, while enhancing access to top digital talent. Prior to joining SAS, Peter was the Chief Digital Officer at Fiskars Group, where he accelerated the company’s digital transformation, expanded its direct-to-consumer business, and significantly improved customer engagement and operational performance. Peter brings a wealth of cross-industry experience, having held senior leadership roles at Pandora and GN Group, where he led numerous technology-driven initiatives. His track record firmly establishes him as a forward-thinking leader in digital innovation and transformation.