OREANDA-NEWS. February 24, 2011. Henrik Adam will be joining Tata Steel's European operations as the chief commercial officer from May 1, 2011.

Mr Adam, a well-respected figure in the European steel industry, joins the company after 13 years in a series of sales, marketing and technical roles with ThyssenKrupp Steel Europe.

In his new role he will be responsible for the sales and marketing organisation of Tata Steel’s European business and for completing the implementation of the company’s new market differentiation strategies and customer sector focus in Europe.

Karl-Ulrich Kohler, managing director and chief executive officer, Tata Steel Europe, said: “Mr Adam complements our enhanced customer focus. His background and wealth of experience in technically advanced products that require demanding sales, service, engineering and application support will be invaluable to our market sectors where product innovation and differentiation is critical.”

Mr Adam said: “I am delighted to be joining the executive team of Tata Steel in Europe, which is a natural career progression for me. I look forward to helping the company move to a more differentiated product offer. This is something I have seen as a successful ambition  through my experience of working with high performance niche products in sectors such as automotive and electrical steels.”