Aviaja Holm Jensen has just been appointed as the new CEO of Great Greenland. At the age of 32, she had never imagined herself leading the company – but after seven years within the organization, most recently as Acting CEO, she was ready to take on the role.
“I never imagined that I would become CEO at the age of 32,” she says.
She made the decision to apply for the position quietly and felt great relief when her colleagues welcomed the announcement with support and enthusiasm.
“I tend to get very nervous when something important is about to happen. Seeing the employees’ reactions made me incredibly relieved and happy. They were genuinely pleased,” says Aviaja Holm Jensen.
Strengthening the understanding of Great Greenland
One of her key ambitions is to present a broader and more nuanced image of the company. Awareness of Great Greenland must be strengthened, and the stories behind the skins must reach a wider audience.
“We need to tell more stories about the hunters and show who stands behind the skins. This is a central part of our identity,” she explains.
At the same time, she highlights quality as a key focus area in the years leading up to 2026. Improvements must begin at the very first stage of the process and continue throughout production.
Aviaja Holm Jensen has always kept the hunters in mind in her daily work. She has consistently focused on strengthening customer service and improving cooperation between the hunters and the company. Her strong sense of responsibility is one of the qualities she brings to the role of CEO.
“There are approximately 30 purchasing locations across the country, and if we are to improve skin quality, we must start at the very first link in the chain. Ensuring this will be a priority,” says the new CEO.
Great Greenland employs around 30 people in Qaqortoq, with additional purchasing departments in Upernavik and Tasiilaq, as well as three warehouse employees in Denmark responsible for order handling, logistics, and marketing.
Awareness and quality in focus
The new CEO knows Great Greenland from the inside and has worked across almost all departments, with a clear focus on the link between operations, quality, and hunting.
“Discussions about Great Greenland can take many directions, but we know our processes and who we stand behind. We all want to support the hunting culture, and we must strengthen and secure it for the future – including through the sale and export of our skins,” she emphasizes.
With strong roots in hunting culture and a solution-oriented approach to development, Aviaja Holm Jensen steps into the role of CEO as a dedicated and confident leader, ready to set the course for Great Greenland in the years ahead.
