WAN-IFRA appoints Lena K. Samuelsson as executive strategic advisor

WAN-IFRA has appointed former Aftonbladet and Schibsted executive Lena K. Samuelsson as Executive Strategic Advisor, reinforcing its focus on media leadership and sustainable journalism amid global industry challenges.

WEBDESK – MediaBites – January 23, 2026

The World Association of News Publishers (WAN-IFRA) has appointed Lena K. Samuelsson as its new Executive Strategic Advisor, a move aimed at strengthening the organisation’s strategic advisory capacity and deepening its focus on media leadership as a cornerstone of sustainable, independent journalism.

In her new role, Samuelsson will advise the WAN-IFRA leadership team and act as a key internal expert on media leadership, contributing strategic insight and guidance across the organisation’s programmes and initiatives worldwide.

WAN-IFRA said the appointment reflects its commitment to reinforcing leadership capabilities within the global news industry at a time when media organisations face mounting economic, political, and technological pressures.

Samuelsson brings decades of experience from Schibsted, one of the media industry’s leading digital pioneers. After spending nearly a decade in the newsroom at Aftonbladet, she was appointed Editor-in-Chief of Svenska Dagbladet in 2001. In 2013, she joined Schibsted’s International Management Team as Executive Vice President for Communications, Brand and CSR.

In 2018, she returned to Aftonbladet as Publisher and Editor-in-Chief, overseeing the Nordics’ largest digital news platform, and became part of the leadership team of Schibsted’s media division.

She currently works as an advisor, mentor and keynote speaker, and also serves on the WAN-IFRA Media Freedom Board.

WAN-IFRA said Samuelsson’s expertise in media leadership, strategic transformation and organisational change will play a critical role as the organisation expands its leadership-focused initiatives to better serve member publishers globally.

The appointment was also welcomed at a personal level by WAN-IFRA leadership, who described Samuelsson as a widely respected figure in global journalism and media management.