In a world defined by constant change, the need for experienced and agile leadership has never been greater. When the global investment firm Qarlbo faced the challenge of establishing an entirely new communications function, they turned to Nordic Interim to secure a strategic vision and immediate operational power. The solution was to engage Helga Baagøe, one of Sweden’s most accomplished communications directors, as the interim Chief Communications Officer. The assignment was such a success that it resulted in a permanent key position. This is the story of how executive interim management can transform an organization from within.
Stepping into a company with a blank slate requires a unique combination of experience, courage, and strategic vision. Helga Baagøe, with a solid background from senior positions at public giants like Nordea, SJ, and SVT, is accustomed to navigating complex landscapes under high external pressure. Her career has been shaped by building and protecting trust, developing brand strategies, and leading communication teams through extensive changes.
After nearly two decades in the media industry and high-level director roles, Helga chose to work as an interim manager – a decision that gave her a unique platform to create real impact.
“Working as an Interim Manager offers an exceptional opportunity to act as a true change leader,” Helga explains. “You come in with an objective, external perspective, free from internal politics and history. This allows you to be more direct, honest, and fully focused on delivering what’s best for the business. You’re not a substitute; you’re a strategic resource with a clear mission to drive development.”
The mission: Building a group function from scratch
The challenge at Qarlbo, an entrepreneur-driven investment firm with a diversified portfolio in everything from green energy to entertainment, was clear. The company had grown and recognized the need for a central communications function, but lacked a defined structure and strategy. They needed a leader who could not only handle day-to-day operations but also analyze, design, and implement an entire function from the ground up.
“Qarlbo knew they needed the competence, but not exactly how it should be packaged. My mission was to shape the role and build a structure that could serve the entire group, both strategically and operationally,” says Helga.
She approached the assignment with a methodical, three-part strategy:
- Strategy & organization: Analyze the group’s real needs to define the purpose, roles, and mandate of the communications function.
- Strategic advisory: Act as a strategic partner to management and the portfolio companies to ensure consistency, implement governing documents, and provide the right tools.
- Operational delivery: Manage the daily communication work, from minor text approvals to leading large, complex projects, thereby demonstrating its value in practice.
“An interim manager must deliver from day one and leave behind a structure that is stronger and more sustainable than the one they found,” she emphasizes. “It’s about balancing the urgent with the long-term strategic.”
From interim architect to permanent leader
Helga Baagøe’s work quickly yielded results. By creating clarity and structure, she established a functional communications department and positioned communication as a central and strategic partner within Qarlbo. The success led to the offer of a permanent position.
“Qarlbo is in an incredibly dynamic phase of development where the owners’ visions and entrepreneurial spirit are shaping the future. To be part of building something from the ground up in such an environment is a privilege. It felt like a completely natural and right step to accept the offer to continue the journey,” she says.
When is an executive interim manager the right strategic choice?
Based on her extensive experience, Helga Baagøe sees two primary scenarios where an interim solution is optimal.
“The first is when a leadership team identifies that a specific function is underperforming or not working at all. An interim manager can then conduct the analysis and drive the necessary and sometimes tough, change. The second scenario is before a major organizational change, where an experienced interim manager can analyze, prepare, implement restructuring, and create a stable platform. Afterwards, a permanent successor can step into a ‘well-prepared environment’ and focus on building for the future.”
She describes the collaboration with Nordic Interim as a genuine partnership. “I have been in contact with many firms, but with Nordic Interim, I felt like part of a team. Their professionalism and ability to create a sense of context are crucial factors for a successful match.”
Helga Baagøe’s journey with Qarlbo is a clear example of the transformative power that an experienced Interim Manager possesses. It is not about filling a temporary gap, but about injecting specialist expertise, objectivity, and change leadership to create lasting value.
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