Roland Bägén

When Roland Bägén joined global technology company TCS in 2018, he had already established himself as a successful PR and communications leader, holding key roles such as Chief Marketing Officer at car manufacturer Hyundai Sverige and Marketing Communications Manager at ABB (global technology leader in electrification and automation). Both employments saw him taking on increased responsibility over time, contributing significantly to Hyundai’s success in Sweden and to multiple aspects of ABB’s brand, where he was involved in everything from brand strategy to product launches.

Upon joining TCS, Roland swiftly gained a reputation as an innovator in the field of PR and communications, while also being singled out for his effective leadership capabilities.

In the words of Roland’s former manager: ‘He has spearheaded transformative initiatives that have not only elevated our brand in the Nordics, but have also set new standards for [industry] excellence.’

These qualities contributed to Roland’s promotion in December 2024, which found him moving from being Head of Marketing & Communications for the Nordics region to the post of Head of Europe Communications.

The latter role carries a marked degree of responsibility. TCS is one of the world’s largest technology companies, with nearly 500,000 associates, 15,000 of whom are in Europe spread across 58 offices. The task of managing communications for the entirety of TCS’s continental European operations is in Roland’s hands.
Supporting him in this endeavor is a team of 15 communications professionals, made up of people from 10 different nationalities and spread across eight countries. The team handles PR, external communications, thought leadership, internal communications, web content and social media.

Under Roland’s guidance, 2025 was a record year for the team, during which they drove a 114% increase in media articles and a 213% uplift in reach, while also growing share-of-voice in Europe by 5%. These achievements were made possible thanks to the healthy working culture Roland created: a realm where creativity and collaboration flourish, supported by a data-led, business-aligned media strategy. The result: measurable, market-leading visibility across Europe.