Ulrika has worked for Microsoft for more than eleven years in various roles in Sweden and the UAE. She has worked as a Technology Specialist, Solution Specialist, Business Productivity Advisor, Enterprise Marketing Manager and Customer and Partner Experience Lead. She has a Master of Science in Electrical Engineering from the Royal Institute of Technology in Sweden and an Executive Master of Business from London Business School.

Peter Hedlund, has an extensive background in internet-, media- and telecom industry where he has held senior positions in both global organizations as well as smaller international start-up companies, some of which have gone public.
Peter holds a Master in Business Administration combined with studies at Harvard University and Vienna School of Economics.

Rebecka Holberg holds a Master of Science in Business and Economics (Major in marketing and strategy) from Stockholm School of Economics where she graduated in 2007. She then worked for a Nordic skincare and pharmaceutical company developing products and communication concepts for the Nordic market. Rebecka was also engaged in educational activities within the company and developed training modules for pharmacy staff in the Nordics.