From young entrepreneur to digital leader - a journey of big dreams, a global mindset, and meaningful impact.
From young entrepreneur to digital leader - a journey of big dreams, a global mindset, and meaningful impact.
I grew up on Sweden’s west coast - curious, restless, and always building something. At just ten, I started my first business and even convinced the CEO of a global landowner to rent me four square meters of prime space. With persistence, a bit of stubbornness, and a lot of family support, it turned profitable by week two.
That’s when my entrepreneurial spark was born - and it’s been driving me ever since.
Starting early taught me one thing: nothing is impossible. I set my sights on studying abroad and spent part of high school in London. It widened my world and sparked an ambition to make a global impact.
I later completed a BBA at Lund University and Université Paris Dauphine. Paris changed me: immersed in a global community, I saw how access to opportunity is uneven. Since then, I’ve believed business must do more than generate profit—it should create positive change.
Making an impact at IKEA
That’s why IKEA felt like home. “To create a better everyday life for the many people” wasn’t just a slogan - it was a mission I believed in.
I began leading global digital projects that reached millions, seeing firsthand how technology and purpose-driven business can shape lives at scale.
Growing as a leader in China
Then came Shanghai - my first time living in asia, and my first time being a minority. The experience humbled me and reshaped how I lead. I learned emphaty, resilience, and what it truly means to listen. Those lessons stay with me every day.
Shaping the future of digital
With the support of great mentors, I joined IKEA’s global franchise HQ in the Netherlands, where I shaped the digital franchise offer, built a high- performing team, and introduced a new, franchise-wide digital way of working.
That journey led to my current role: overseeing global digital investments and helping shape how IKEA uses technology to create value and impact worldwide.
Marathon mindset
Outside of work, I found another passion: marathons. Rome, Lisbon, Amsterdam—each one a reminder that progress comes step by step, hour by hour. Running taught me the same lesson as transformation: persistence pays off.
And just like every stride builds toward something greater, I’m excited for the challenges ahead—still driven by the same belief I held years ago: that very little is truly impossible.