Leading IMPACT next

“I was attracted by Leading IMPACT’s connections to my own challenges at hand, and by the chance to put theory into practice,” says Sara Wall Sörensen, director of the Product, Solution Marketing & Training division at Axis Communications. On October 6, she will begin the Leading IMPACT management program.  

Sara Wall Sörensen, Director of the Product, Solution Marketing & Training division at Axis Communications starts Leading IMPACT this fall

What made you decide to attend an executive management program?

For some time now, I’ve had a growing interest in wanting to develop myself and to get fresh inspiration, which led me to start searching for suitable leadership programs.

And why did you choose Leading IMPACT in particular?

Since I had a positive experience of EFL, I started to look at what you had to offer. I was attracted by the fact thatLeading IMPACT ties in with my own challenges and that you get to put theory into practice.

What do you hope to develop during the program?

I’m arriving with an open mind, and I look forward to getting to know new smart people who have different experiences and backgrounds. My hope is to be able to develop my strategic skillset. I struggle with many operational challenges, and even though I worked more strategically in previous roles, I need to dust off these skills and mindsets.

Tell us about your position.

I’m responsible for the Product, Solution Marketing & Training division at Axis Communications in Lund. The division consists of two marketing departments, a training unit and a technical documentation unit.

What qualities are important for succeeding in your role?

To succeed in my role, you need to be good at building lasting relationships and collaborating across functional silos. To have a valued opinion in different discussions and be capable of influencing decisions as much as possible, it is an advantage if you have high-level knowledge from various functions – not just marketing.

How would you describe your leadership style?

My leadership style is inclusive, since my experience from global corporations has taught me that together we achieve the best results – everyone can make a contribution with different approaches and experiences that not only one person can possess. I also aim to inspire and spread positive energy. I think it should be fun to go to work, and if we can also see mistakes and problems as things that are bound to happen, we’ll also be able to identify and find solutions to these challenges.

Tell us about your background.

I would sum it up as a mixed bag – I’ve tried a little bit of everything. After getting my MBA from Lund University, I worked for four years as a business controller for both the national government and a municipality. After that I worked for more than 17 years in the telecom industry in various roles, mainly in product management and portfolio planning, but also in business control, global sales and marketing. I’ve been working at Axis Communications since 2015 and in my current role as director of the Product, Solution Marketing & Training division since 2015. Working at companies both big and small, in the public and private sectors, at Swedish companies and multinationals, has been and still is really stimulating and helps me develop.