The leadership team

Our leadership team has deep expertise and real experience - qualities needed in order to create and develop a company that can positively impact a global industry.

Henrik Müller-Hansen

CEO & Founder

Henrik and his team launched Optimalprint in 2007. As Optimalprint grew so did the idea on how to improve the profitability and efficiency within the printing industry. This led to the launch of Gelato in August 2012.

Previously, Henrik worked at Tele2, a telco challenging the traditional industry. Henrik held positions such as CEO-assistant and Head of the Business Customer Area in Sweden. From 2003 to 2006 he was CEO of Tele2 Norway, growing the company from 1.5 billion NOK to 3.2 billion NOK.

Henrik has an M.Sc.E; Major in Managerial Economics from Stockholm School of Economics, Sweden.

Rebecca Razulis

SVP Network

Rebecca leads our Gelato Network, working with our print and distribution partners across the world to offer Gelato customers high-quality products and speedy delivery, accessible via one global print cloud.  Previously, she worked in Customer Service for Amazon, where she was responsible for customer experience, delivery experience, executive customer relations, and social media customer service in the UK. Prior to Amazon, Rebecca worked as a Strategy & Operations consultant at Deloitte specializing in global logistics.

Rebecca holds an MBA from INSEAD and a BA in Latin American Studies and East Asian Studies from the Johns Hopkins University in Baltimore.

Mike Arbuzov


Between 1999 and 2008 Mike has been part of various programming teams working within fast growing IT companies, e.g. and Skype. During his last years at Skype, Mike worked as Web Backend Analyst. This responsibility granted unique insights related to the new technologies employed at Skype.

Mike is an efficient programming expert, providing our customers and us with the best possible, yet highly cost-efficient, technological Products.

Mike received his bachelor’s degree in Computer Science from Tallinn University of Technology, Estonia.

Brent Baumbusch


Brent was previously CFO of EWOS, one of the world's largest suppliers of aquaculture feeds. At EWOS he drove significant operational improvement and growth before leading the sale of private-equity backed EWOS to Cargill - a 12 Billion NOK transaction. Prior to joining EWOS, Brent was CFO of SPT Group, a global software company. Before his two recent CFO positions, Brent spent 7 years working with technology and telecom clients at McKinsey and 3 years at Capital One.

Brent holds an MBA from INSEAD and studied Mathematics and Economics at Duke University.

Pål T. Naess

SVP Growth projects

Part of the founding team, Pål was Optimalprint´s COO from 2007 to 2013 when he joined Innovation Norway, the Norwegian Government´s agency for promoting business growth, in roles such as Norway´s Trade Commissioner in Canada and Director of Entrepreneurs and Startups. 
Returning to Gelato in 2019, Pål is SVP Growth Projects, leading multiple growth initiatives across the company. He has an extensive background from billing and payments, serving for instance as director of billing and IT in Tele2 Norway between 2004 and 2006.  
Pål has an M.Sc, Ingénieur Diplomé, from Institut National des Sciences Appliquées in Toulouse, France.

Anna Backe

SVP Marketing and Sustainability

Anna previously worked as Marketing Manager & Head of Sustainability at Blocket, the largest marketplace in Sweden. Blocket is one of the strongest brands in Sweden and the concept has successfully been exported to 25 countries. During her time at Blocket the turnover doubled to 90 million EUR with a minimum 50% profit margin annually.

She has over 10 years of experience from various positions within the Schibsted Media Group. She loves to challenge the status quo, has a strong passion for sustainability and to make a positive impact. Anna also has an extensive experience from initiating as well as implementing sustainability strategies that drive real change.

Anna holds a Master of Science in Business and Economics, Marketing & Management from the School of Business, Economics and Law at Gothenburg University and the Università Bocconi.

Jose I. Herrero

SVP Strategy & Business Development

Before joining Gelato, Jose was EVP, Managing Director Commercial Marine Division at Navico, a private-equity owned leading provider of marine electronics. At Navico, he established a new global division and was responsible for B2B sales and partnerships, and completed several M&A transactions.

Prior to that, Jose was a Principal at Bain & Company, where he specialised in strategy, M&A, and B2B sales excellence for private-equity owned companies.

Jose holds an MBA from INSEAD and a MSc in Computer Science from the Polytechnic University of Madrid.

Yvonne Rivera

Head of HR

Yvonne is heading our HR department, building a strong, global and business driven HR organization across the Gelato group.

Previously Yvonne worked for EVRY, a leading IT services and software provider in the Nordics with 8 500 employees, where she was responsible for the HR departments in the company’s international subsidiaries, compliance and business development. Prior to EVRY she experienced the start-up world where she as Country & HR Manager started Lycamobile´s office in Norway, defining business and sales plans while developing the organization. She also developed a program for The City of Oslo to coach and empower young girls with different challenging life circumstances.

Yvonne is a genuine people’s person with an entrepreneurial personality and she is passionate about aligning people and business to succeed.

Steve Harding

SVP Business

Steve oversees Marketing, Sales and Customer Success for Gelato Globe.

Before joining Gelato Steve worked as Regional Vice President at Salesforce where he and his team sold digital transformation and marketing technologies to enterprise customers.

Prior to Salesforce, Steve was Vice President Sales and Business Development EMEA and APAC at Antenna Software, which was later acquired by Pegasystems. Steve continued to work at Pega post acquisition selling technology to Fortune 1000 brands. Steve has extensive experience of building globally scalable direct and indirect go-to-market strategies for telecoms and technology companies.

Before selling Software, Steve spent 8 years in Telecoms and 8 years in the Leasing industry and is also a qualified Chartered Accountant.

Oliver Ridley

SVP Product

Oliver leads the digital product management and user experience teams at Gelato.  He has worked with product management teams around the world in a variety of sectors for nearly twenty years, from start-ups to large multi-national companies.  Earlier in his career he spent ten years at eBay designing and building features for millions of customers, and led the team responsible for all selling products across the European markets.

Oliver holds a bachelor’s degree in Physics from Imperial College, London, and studied Marketing Management at the University of Cape Town.

Robin Sutherland

SVP Consumer

Robin's focus is on driving the growth and direction of Gelato’s consumer business under the brand Optimalprint.

Robin has spent the last 20 years working mainly on online travel for companies such as Expedia, British Airways, and Travelsupermarket.

He has specialized in developing and growing global consumer brands utilizing insight and analytics to deliver a competitive advantage. He joins us from the Expedia Group where he was Managing Director for ebookers.

Robin holds a bachelor's degree in business from the University of Edinburgh.

Pradeep Sankaran

SVP Customer Operations

Pradeep oversees Customer Service and Global Operations at Gelato, and ensures that our customers have a seamless and satisfying experience.

Pradeep previously worked for Schlumberger, the world’s largest Oil & Gas Service company. During his 10 years at Schlumberger he worked closely with major energy companies, and gained international experience in more than 15 countries spread over 6 continents. Through his roles in Product Development, Operations Management and Customer Service, he developed an end-to-end understanding of the strategies that can be used to enhance customer experience.

Pradeep has an MBA from IE Business School and a bachelor’s degree in Electronics Engineering from Birla Institute of Technology & Science.


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