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Leadership Team

Henrik Muller Hansen

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

Rebecca Razulis


Rebecca leads Operations and Supply Chain, working with our production and distribution partners across the world to offer Gelato customers high-quality, sustainable 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 Johns Hopkins University in Baltimore.

Jose I. Herrero

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.


Minna Philipson


As Chief Marketing Officer (CMO), Minna is responsible for brand, marketing, and communications at Gelato.

Minna joins after leading Marketing and Brand at TIER Mobility. Before this role, Minna headed marketing and branding for luxury watchmaker Tag Heuer, following three years as Chief Marketing Officer for the Danish jewelry behemoth Pandora and nine years in marketing roles at Adidas.

Minna holds an MSc. Economics and Marketing from Karlstad University.


Bobby Edmundowicz


As Chief Revenue Officer (CRO), Bobby focuses on capturing the commercial momentum and opportunities across Gelato’s business units, leading Gelato’s sales, commercial partnerships, customer success, and acquisition teams.

Bobby comes to Gelato with experience as a revenue leader of software companies like Xactly, Conga, Cloud Elements, UpKeep, and think-cell.

Bobby holds an MBA from the University of Denver, Daniels College of Business, and an accounting degree from Fairfield University.


Yvonne Rivera

CPO (Chief People Officer)

Yvonne is heading our HR department. Before Gelato, Yvonne worked for TietoEVRY, 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 TietoEVRY, she experienced the start-up world where she as Country & HR Manager started Lycamobile´s office in Norway.

Oliver Ridley

Oliver Ridley


Oliver leads the technology and data teams at Gelato.  He has worked with product management and engineering teams around the world in a variety of sectors for nearly twenty years, from start-ups to large multinational 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.

Tine Kinn

Tine Kinn

Chief of Staff

As Chief of Staff, Tine is working closely with the CEO Henrik Müller-Hansen and the rest of the leadership team on strategy,  follow-up of teams and projects, and Sustainability.

Tine has worked in multiple strategy roles for Elkjøp Nordic since 2013, following several years as a management consultant at McKinsey & Company.

Tine has an MSc in Business from the Norwegian School of Economics (NHH).

Marcus Boijemyr

Marcus Boijemyr

CPO (Chief Product Officer)

Marcus leads our product management team. Between 2010 and 2017 he led the product development team. In 2021, he rejoined after 4 years of managing a VC fund. Before Gelato, Marcus spent 5 years in management consulting at Capgemini Invent, focusing on Manufacturing, Retail, and Distribution.

Marcus has an MScE Major in Finance from Stockholm School of Economics, Sweden.


Frode Lillebakken

General Counsel

As Gelato's General Counsel, Frode is responsible for all Legal and Regulatory matters in Gelato.

Frode has been working for 21 years in the telecom industry for Tele2 and Telia. He has been General Counsel and part of the leadership team. Before joining Tele2 he spent 3.5 years as a partner for a small law firm just outside Oslo.

Frode holds a law degree from the University of Oslo. He has studied EU law and comparative law at the Katholieke Universiteit Leuven in Belgium and spent 2 years in the Norwegian Navy as an officer.