Fujifilm Germany has quietly made a structural move that X-series and GFX shooters in Europe should know about: as of April 1, 2026, the digital camera and instax divisions have been consolidated under FUJIFILM Germany GmbH in Ratingen, with newly created Head of Marketing and Head of Sales Management roles now covering both product lines. Longtime Sales Manager Electronic Imaging Thomas Morgenstern is also set to retire on October 1, 2026, handing the reins to Christoph Theußen. Here’s the full announcement from Fujifilm below.
As of April 1, 2026, FUJIFILM has merged its two business units for digital cameras and instax instant cameras under the umbrella of FUJIFILM Germany GmbH. The aim of this reorganization is to consolidate expertise, optimally utilize synergies, and thereby consistently continue and expand upon the existing success of both business segments.
In this context, the positions of Head of Marketing and Head of Sales Management were newly created and filled. Both management positions are responsible for both instax products and digital cameras.
Effective July 1, 2026, Michael Frösler will assume the newly created position of Head of Marketing for instax and digital cameras. Michael Frösler is a highly experienced marketing expert and manager with comprehensive know-how across numerous marketing disciplines. He has successfully demonstrated his expertise over the past several years at the outdoor specialist Jack Wolfskin.
The second change within the marketing department involves Stephan Althoff, currently Head of Marketing for instax instant cameras. Effective July 1, 2026, he will assume the role of Head of Product Marketing/Event & Retail Marketing for both product categories—instax and digital cameras—responsible for product management, instax procurement, event and trade fair management, and trade/retail marketing. In this role, he will report directly to Michael Frösler, the new Head of Marketing.
Christoph Theußen assumed the newly created position of Head of Sales Management on April 1, 2026. He will be responsible for sales across both product lines, instax and digital cameras.
Christoph Theußen has worked for FUJIFILM for many years in a variety of highly successful roles. Before taking over European Sales for Optical Devices eight years ago, he was already working in sales for digital cameras in Germany. Christoph Theußen is a proven sales expert who will continue to drive the successful sales development of recent years
Bianca Ropertz, Sales Manager for instax, will continue to be responsible for sales of this product group and will report to Christoph Theußen.
Thomas Morgenstern, Sales Manager for Electronic Imaging, will retire on October 1, 2026, and will oversee the handover of his responsibilities to Christoph Theußen until then. Through his many years with FUJIFILM, Thomas Morgenstern has made a significant contribution to the very positive development of this product area through his dedication and sales expertise.
Both the Head of Marketing and the Head of Sales Management report directly to Martin Broderick, General Manager of FUJIFILM Germany GmbH, and complete the management team.
via Fujifilm
