Published 17.06.2026
Optimar strengthens global commercial organization
Optimar is strengthening its global commercial organization with the appointment of Petur Jakob Petursson as Chief Commercial Officer (CCO) and Lárus Gunnarsson as Director of Commercial Operations (DCO). At the same time, Jannicke Valderhaug takes on the role of Chief Marketing Officer (CMO).
The appointments mark an important step in Optimar’s continued growth journey and reinforce the company’s ambition to be the preferred one-stop partner for the global seafood industry.
Petur Jakob Petursson becomes Chief Commercial Officer, Lárus Gunnarsson Director of Commercial Operations, and Jannicke Valderhaug has been appointed Chief Marketing Officer.
Building a stronger commercial organization
Optimar is experiencing increasing demand for integrated solutions that combine efficient technology and fish welfare. To support this development, the company is strengthening both its commercial leadership and operational sales capabilities.
As Chief Commercial Officer, Petur Jakob Petursson will have overall responsibility for Optimar’s global commercial strategy, market positioning and revenue growth.
– The seafood industry is evolving rapidly, and our customers expect partners who understand the bigger picture. By strengthening our commercial organization, we are better positioned to support customers with integrated solutions across the entire value chain, says Petur Jakob Petursson.
Petur joined Optimar in September 2024 as Director of Sales Asia and brings more than 20 years of experience from fisheries, seafood processing, aquaculture technology and international B2B sales.
As Director of Commercial Operations, Lárus Gunnarsson will be responsible for developing and strengthening Optimar’s commercial engine across all markets and business segments.
– Optimar has a unique position in the industry, combining deep process expertise with a broad portfolio of technologies and services. I look forward to building scalable commercial processes that help us grow even stronger globally, says Gunnarsson.
Lárus joins Optimar from the Icelandic telecommunications company Síminn, where he most recently served as Director of Business Development & Product Management.
Strengthening the brand globally
As part of the organizational changes, Jannicke Valderhaug has been appointed Chief Marketing Officer. In her new role, she will lead the continued development of the Optimar brand and strengthen the company’s global marketing efforts.
– We are building a stronger commercial organization to support our long-term growth ambitions. With Petur, Lárus and Jannicke in these key positions, we are combining industry expertise, commercial excellence and brand development to create even greater value for our customers worldwide, says Siggi Ólason, CEO of Optimar
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