Hanna Lye brings decades of brand and marketing leadership to Seco as the metal cutting solutions provider pushes further into digital transformation and global brand positioning.
Seco has named Hanna Lye its new Vice President of Brand, Marketing and Communication, effective September 2, 2024. She reports directly to Stefan Steenstrup, President of Seco, and joins the company's Management Group as it looks to sharpen its competitive edge in the global metal cutting solutions market.
Lye arrives with a Master in Business Administration from the University of Stockholm and a career spanning some of the most recognizable names in technology and telecommunications. Her track record in strategic brand management and communication has been consistent: she builds brands that perform in competitive markets, and she does it by aligning messaging with measurable business outcomes.
Most recently, Lye served as EVP of Marketing and Communication at Epical, where she led the creation and rollout of an entirely new brand identity. That effort was not cosmetic. It was designed to improve competitive positioning in a crowded market and directly support business growth. The scope of the work, from strategy through implementation, fell under her leadership, and the result was a brand architecture that could scale with the company's ambitions.
Before Epical, Lye held a series of management roles at Ericsson, Telenor, and IBM. These are organizations where brand is not just a marketing function but a strategic asset tied to global operations, complex sales cycles, and diverse customer bases. That experience matters. Seco operates in more than 75 countries and serves manufacturers who demand precision, reliability, and technical expertise. The brand has to communicate all of that clearly and consistently, across markets and digital channels, without dilution.
In her new role, Lye will be responsible for strengthening Seco's global brand position through strategic marketing initiatives. She will also lead the company's business marketing function into the digital era, a transition that matters more than ever as industrial buyers increasingly research, evaluate, and purchase through digital channels. Consistent execution of brand identity across all internal and external communication falls within her mandate as well.
"With her extensive background in leading communication and marketing teams as well as her commitment to driving results, Hanna is a valuable addition to the team. I am confident that her knowledge and leadership will contribute significantly to our continued success," says Stefan Steenstrup, President of Seco.
The appointment comes at a meaningful time for the company. With roots in Fagersta, Sweden and nearly a century of experience in metal cutting solutions, Seco has built its reputation on technical precision and product innovation. But technical superiority alone does not sustain market leadership in an era where digital presence, brand narrative, and customer engagement carry real commercial weight. Lye's mandate suggests Seco recognizes this reality and is investing accordingly.
Her background in both building new brands and managing established ones gives her a useful dual perspective. She understands what it takes to launch something from scratch, as she did at Epical, and she knows how to steward a legacy brand through evolving market conditions, as she did across her tenures at Ericsson, Telenor, and IBM. Seco, with its long history and global footprint, requires exactly that balance.
For a company approaching its 100-year mark, the question is not whether the products hold up. They do. The question is whether the brand communication keeps pace with how modern buyers find, evaluate, and trust industrial suppliers. Lye's appointment signals that Seco intends to make sure it does.
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For the latest innovations and cutting-edge products, visit www.secotools.com.
Hanna Lye, Vice President Brand, Marketing and Communication, Seco
With its origins in Fagersta, Sweden and present in more than 75 countries, Seco is a leading global provider of metal cutting solutions for indexable milling, solid milling, turning, holemaking, threading and tooling systems. For nearly 100 years, Seco has driven excellence throughout the entire manufacturing journey, ensuring high-precision machining and high-quality output. For the latest innovations and cutting-edge products, visit www.secotools.com.
Seco Tools LLC
2805 Bellingham Drive
Troy, MI 48093
United States
Wojtowicz Julie
Phone: (248) 3080389
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