I am a Retail & Merchandise Manager at ABBA the Museum, where I drive the growth, brand, and profitability strategy for the online and offline retail of the world's first interactive museum dedicated to the iconic Swedish pop group. I also develop ABBA merchandise and assortments from design to launch, creating unique and memorable products that reflect the museum's vision and values. With over 20 years of experience in leading, growing, and transforming brands and businesses across various industries and markets, I have a deep understanding of the retail landscape, consumer behavior, and product development.In addition, I am an Owner/Senior Consultant/Advisor at Nilsson Consultancy, where I leverage my expertise in leadership development, brand positioning, and business strategy to help organizations achieve their goals and potential. I have worked with clients and brands ranging from sports, homeware, fashion and entertainment. I am also a certified board member with ecoDa, the European Confederation of Directors Associations, and a passionate advocate for organizational diversity and women's leadership. I have completed executive education programs in digital transformation, digital marketing, finance, and women's leadership from prestigious institutions such as Oxford, Hyper Island, and Stockholm School of Economics. My mission as a leader is to inspire individuals to believe in themselves, challenge the status quo, and focus on their strengths. I believe in being transparent, communicative, and collaborative, and in creating a future-focused vision that can be translated into a concrete plan and action.