Leadership team

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.

Elena Bladh


Before Gelato, Elena was Head of Connectivity Delivery at Electrolux, where she was overall responsible for the global IoT cloud connectivity infrastructure.

Before that, Elena was Head of Software Development at Marginalen Bank, where she oversaw development, system architecture, data warehousing, and quality assurance.

Elena has 20 years of experience in software development in various roles ranging from software developer, agile team lead, and head of development.

Elena has a master’s degree in Applied Mathematics from Yaroslavl State University, Russia.

Jose I. Herrero


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.

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. Prior to that, he has served as Director of billing and IT in Tele2 Norway where he gained extensive background from billing and payments.

Pål has an M.Sc, Ingénieur Diplomé, from Institut National des Sciences Appliquées in Toulouse, France.

Anna Backe

SVP Sustainability

Anna previously worked as Marketing Manager & Head of Sustainability at Blocket, the largest marketplace in Sweden with a business concept that expanded to 25 countries. She has over 10 years of experience from various positions within the Schibsted Media Group.

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

Yvonne Rivera

Head of HR

Yvonne is heading our HR department

Previously Yvonne worked for EVRY, a leading IT services and software provider in the Nordics with 8 500 employees. There 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.

She has also developed a program for The City of Oslo to coach and empower young girls with challenging life circumstances.

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.

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.

Nicolas Blanchet

SVP Consumer

Before Gelato, Nicolas worked as a business developer for Origami Energy. Prior to that, Nicolas spent 7 years working in financial services, as investment banker for Citigroup in New York and Hong Kong and as investment analyst for Capital Group, one of the world’s oldest and largest mutual funds.

Nicolas holds an MBA from London Business School and a BSc in Mechanical Engineering and International Economics from the University of Pennsylvania.

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