Jessica Midelf will assume the role of CEO at Aff on November 1, replacing Philip Österlund, who has guided the organization for 13 years. Currently serving as procurement chief at Haninge Municipality, Midelf brings over 25 years of experience in strategic procurement across both private and public sectors. Her background includes previous leadership as CEO of SOCAB Swedish Office Consulting and as procurement director at Locum. She also served on Aff’s board from 2019 to 2021, representing client interests.
This leadership change comes as Aff has focused on expanding its industry presence and increasing membership. Midelf’s appointment ensures continuity, as she has long supported Aff’s regulatory framework and understands its daily operations. In a statement, she expressed enthusiasm for the role, citing her familiarity with Aff’s work and her combined experience in private and public procurement sectors.
The outgoing CEO, Philip Österlund, described the transition as a natural step. “It has been rewarding to shape Aff’s growth,” he stated. “We have made significant progress in visibility and relevance, and Jessica’s expertise aligns well with what our members require.” Anders Nordstrand, Aff’s board chairman, agreed, noting Midelf’s deep knowledge of procurement rules and her alignment with member challenges.
Midelf’s first focus will be deepening engagement with current and prospective members. “I look forward to direct conversations with them,” she said. “Their needs will shape how we develop Aff’s services.” While the organization will continue refining its offerings, its broader strategy—strengthening regulatory influence and industry standing, will remain consistent.
Aff’s member-driven model means Midelf’s effectiveness will depend on balancing internal operations with external expectations. Her procurement expertise provides a strong foundation, but the organization’s future growth depends on whether she can turn regulatory knowledge into broader member engagement. The transition will test whether Aff can maintain its trajectory under new leadership or if deeper structural adjustments are necessary to resolve lingering concerns about member satisfaction.
Midelf’s first major test will be building on Aff’s recent progress while addressing questions about long-term scalability. Her connections to the public sector may help strengthen ties with government contractors, but private-sector members could demand a different approach. For now, Aff’s stability hinges on her ability to reconcile these perspectives while keeping core goals intact.
Österlund’s departure concludes a 13-year tenure, an unusually long period for a Swedish industry association. Midelf’s appointment reflects confidence in Aff’s path, but her ability to accelerate growth beyond steady progress will define the next phase. The transition officially begins on November 1.
