Ulrika Sandegren

Ulrika Sandegren (Boberg) is an accomplished finance professional with extensive experience spanning over two decades. Currently serving as the Director of Finance and previously as the Senior Finance Manager at Advertima since December 2021, Ulrika has played a pivotal role in transforming in-store shoppers into digital Retail Media audiences while ensuring financial stability and future readiness for the company. Prior roles include Financial Accountant at Advertima AG and Quintet Private Bank, Group Finance Manager at Narva Baumanagement GmbH, and Senior Accountant at Itaú, among other significant positions in finance and marketing. Ulrika's career began at Deloitte, where comprehensive auditing of diverse clients laid the foundation for a successful trajectory in finance. Ulrika holds a Bachelor of Science in Business Administration and Economics from Stockholm University.