IAR Systems has announced that it has appointed Andreas Lifvendahl as its new Sales and Marketing Director.

Andreas Lifvendahl

Andreas has worked for IAR Systems for 10 years, having previously held the position of Global Account Manager. During this time he has managed both key customer accounts worldwide and the partnerships with chip vendors, and has also been responsible for industry networking and international business development, as well as contract sales and negotiations.

Andreas has an MSc degree in Electrical Engineering from the University of Uppsala, Sweden, and has a number of postgraduate qualifications in subjects including sales and marketing; key account management; and business administration and management from the Stockholm School of Economics. Prior to joining IAR Systems he worked firstly as a software engineer then as Sales Manager for Scanditronix Medical, a Swedish manufacturer of radiotherapy equipment.

"Andreas is a dedicated and innovative member of our management team, and he has been a major contributor to the phenomenal growth and success of IAR Systems over the past 10 years," said Olle Eriksson, CEO of IAR Systems. "I’m confident that the experience he brings to this new role will help to further establish the reputation of IAR Systems as the world’s leading independent tools vendor."

"These are exciting times for the embedded market," commented Andreas Lifvendahl. "Independent providers of tools and software for embedded development are playing an increasingly important role, as customers expect the flexibility to scale their projects in complexity and to port them to new, higher performance hardware platforms. IAR Systems is very adept at providing this flexibility, through our ever-expanding product offerings. It will be a very rewarding challenge to direct IAR Systems sales and marketing effort – my goal is to ensure that we always work with the embedded software developers’ needs in focus, and that we always present them with the best options for optimum productivity."