Norse Atlantic ASA, the Norway-based low-cost long-haul airline redefining transatlantic travel, has appointed Kristin Berthelsen as its new Deputy Chief Executive Officer (Deputy CEO). The strategic move reinforces the airline’s commitment to sustainability, operational efficiency, and culture-driven leadership as it enters a new chapter of global expansion and transformation in 2025.
The announcement reflects Norse Atlantic’s vision of strengthening its executive leadership to align with market trends and regulatory expectations, particularly in environmental responsibility and organizational agility. Berthelsen brings to the role deep institutional knowledge, having played an essential part in the airline’s evolution since its inception.
From Culture Officer to Strategic Leadership
Berthelsen has served as Chief of Staff and Culture Officer since 2021, during which she was instrumental in shaping Norse Atlantic’s distinctive work culture and internal values. Her promotion to Deputy CEO marks a natural transition, elevating a leader who has helped embed a strong organizational identity rooted in collaboration, transparency, and customer-centric innovation.
“She has been integral to Norse Atlantic’s startup phase, driving the values that define who we are today,” said Bjørn Tore Larsen, CEO and founder of Norse Atlantic. “Her strategic insight and people-first leadership are invaluable as we scale globally.”
Focus on Sustainable Aviation and Efficiency
Berthelsen’s appointment comes at a pivotal moment for the airline industry, which is under increasing pressure to balance growth with carbon reduction goals. Norse Atlantic has positioned itself as a sustainability-focused airline from day one, operating a fleet of fuel-efficient Boeing 787 Dreamliners and offering affordable transatlantic fares without compromising on quality.
As Deputy CEO, Berthelsen will lead cross-departmental efforts to accelerate the company’s sustainability strategy, including optimizing flight operations, improving aircraft efficiency, and advancing partnerships that support carbon offsetting and fuel innovation. Her role will also encompass long-term planning to ensure Norse Atlantic’s business model aligns with ESG frameworks and evolving passenger expectations.
According to the International Air Transport Association (IATA), sustainable practices and fleet modernization are top priorities for the global aviation sector by 2030. Norse Atlantic’s forward-looking leadership structure, led by Berthelsen, aims to ensure the company not only complies but leads industry benchmarks in emissions reduction.
Driving Global Growth and Market Reach
Berthelsen’s leadership will also be crucial in supporting Norse Atlantic’s expansion into new long-haul markets, particularly as the airline builds on its successful transatlantic routes linking Europe and North America. The company currently operates flights connecting cities such as London, Oslo, Berlin, New York, Los Angeles, and Miami, and has announced plans to explore underserved yet high-potential corridors.
Her role includes refining Norse Atlantic’s route strategy, exploring additional hubs, and fostering commercial partnerships that amplify reach while maintaining operational discipline. With her oversight, the airline aims to sustain its position as an agile alternative to legacy carriers in the long-haul segment.
Championing Internal Culture and Talent Development
A core aspect of Berthelsen’s leadership philosophy centers on empowering employees and nurturing a unified, purpose-driven culture. As she steps into the Deputy CEO position, Berthelsen will continue championing people-focused leadership, ensuring that teams remain engaged, values-aligned, and equipped for excellence.
Norse Atlantic has been recognized for cultivating a high-performance work culture that attracts top aviation talent. Under Berthelsen’s guidance, internal teams are encouraged to innovate, collaborate, and contribute to the company’s mission of making international travel accessible, sustainable, and enjoyable.
She will also lead the company’s human capital strategy, shaping workforce development initiatives, training programs, and leadership pipelines as Norse Atlantic scales operations.
A Modern Airline for a Changing World
Founded in 2021, Norse Atlantic ASA has disrupted the long-haul airline space by introducing low-cost, high-quality transatlantic service using advanced aircraft technology. It has quickly gained attention for offering an affordable alternative to major carriers, particularly for cost-conscious leisure travelers and the growing digital nomad market.
Berthelsen’s promotion strengthens the airline’s foundation as it transitions from startup mode to sustained global growth. Her leadership is expected to steer the company through complex global aviation dynamics, including fuel cost volatility, environmental regulation, and post-pandemic shifts in traveler behavior.
Her combination of cultural acumen, operational insight, and environmental awareness uniquely positions her to lead at a time when airline success requires balancing growth, responsibility, and innovation.
A Vision for the Future
As Deputy CEO, Berthelsen will collaborate closely with CEO Bjørn Tore Larsen to implement strategic priorities for 2025 and beyond. These include:
- Expanding Norse Atlantic’s transatlantic and intercontinental route network
- Advancing sustainability efforts and emissions reduction programs
- Strengthening brand identity and customer experience innovation
- Enhancing internal governance and organizational efficiency
- Supporting profitable, purpose-driven growth aligned with ESG goals
“This appointment is not just a recognition of Kristin’s leadership,” said Larsen, “but a deliberate step toward reinforcing our vision of Norse Atlantic as a future-ready airline—modern, inclusive, efficient, and environmentally responsible.”
Conclusion
As global aviation enters a new era marked by sustainability imperatives, digital transformation, and evolving traveler expectations, Norse Atlantic ASA is aligning its leadership accordingly. With Kristin Berthelsen now serving as Deputy CEO, the company is poised to continue its journey of innovation and growth while staying true to its values of affordability, responsibility, and people-first leadership.
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