How to become a market leader: a challenger mindset 

Peter Skoog, Head of Key Accounts Sweden, shares how his decade-long experience and challenger mindset shaped his journey at Skruf. He explains why challenging assumptions, being consistent and staying humble as an enabler are essential to becoming a true trade partner of choice.

What does a challenger mindset mean to you?

A challenger mindset means never becoming complacent. When I joined Skruf almost 10 years ago we were far from being the biggest. Swedish Match dominated the category and we had to fight for every gain. Being a challenger means staying hungry and curious, questioning assumptions and always asking how we can improve. The category moves quickly, especially with modern oral and vape, and we need to move just as fast.

Even today, with Knox as Sweden’s largest traditional brand, we still think like a challenger rather than a market leader. It keeps us sharp and focused.

How is the Swedish market unique compared with other Imperial markets?

Skruf Snus AB is part of Imperial Brands but we operate under the Skruf name in Sweden. Snus is deeply connected to Swedish culture so having a strong local identity matters. Because the category is highly competitive and very local, our way of working is extremely close to the customer.

We do not act like a large corporation. We show up as a specialist and a partner who understands the nuances of the Swedish snus market. This identity sets us apart within Imperial and strengthens our relationships.

How did Skruf become the market leader?

We became number one through consistency and trust. We have worked in the same transparent way for years, sharing plans openly with customers and building long-term relationships. We keep our promises and treat every small win with appreciation.

There was no single breakthrough. Our success comes from thousands of small actions that built credibility over time. Customers trust that we deliver, and that reliability helped us grow steadily and eventually overtake the long-standing leader.

What are the biggest challenges in sales today?

The biggest challenge is balancing our strategy with the customer's day-to-day reality. Modern oral is expanding with hundreds of Stock Keeping Units (SKU) competing for limited space while traditional snus remains central to our identity. Understanding the customer’s priorities is just as important as understanding our own.

That is why I spend so much time in stores. The people working on the shop floor know what sells, what does not and what the real challenges are. That insight helps us build solutions that work for both sides.

What does being a trade partner of choice mean for Skruf?

It means being reliable, relevant and easy to work with. We want customers to feel that choosing us makes their lives easier. We bring insight, not pressure, and solutions, not demands. Long-term partnerships matter more than short-term wins.

How does technology support your work?

Technology helps turn insight into action. Power BI gives us essential data on performance, trends and customer behaviour. Understanding the numbers helps us understand the business. But technology cannot replace relationships. Face-to-face meetings provide context and trust that no tool can replicate.

How would you describe the collaboration culture at Skruf?

We often describe ourselves as the spider in the web. Key Accounts connects with finance, supply chain, marketing, legal and our sales reps. Because the market changes quickly, we need constant alignment.

My team is very experienced so my role is to guide and support rather than micromanage. The goal is for them to grow strong enough that they do not need me for the basics.

What has your career path looked like?

I started as a Key Account Manager. After a couple of years my manager left and I stepped into the Head of Key Accounts role. Looking back, it happened because I behaved like a leader before I had the title. I tell my team the same: if you want to be in the Premier League, act like a Premier League team before you are promoted.

What advice would you give someone building a sales career at Imperial?

Be curious. Challenge respectfully. Think long term. Build relationships patiently. Focus on becoming a trusted partner rather than chasing quick wins. If you do things consistently and honestly, success will follow.

Peter presenting the award for the Shop of the Year 2024.

Peter with his team winning Booth of Year award 2023.