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Felix Sundström has over 14 years of professional experience. Felix began their career in 2006 as a Junior Consultant in Corporate Communication, IR & Social Media at Hallvarsson & Halvarsson. In 2009, they joined Skruf Snus AB as a Global Brand Manager, Consumer Marketing Manager and Business Analyst. In 2016, they moved to Swedish Match as a Sr Brand Manager - Portfolio Strategy|General and Brand Manager/Portfolio Strategy. In 2018, they became the CEO of SpectrumLeaf and the CEO Europe of Cannadips. Most recently, in 2020, they became the Director & Co-founder of Voon Innovation AB.

Felix Sundström received their Master's degree in Accounting and Finance from Lund University in 2008. In 2007, they were an Exchange Student at the National University of Singapore, studying Marketing & Finance. In 2012, they completed the Young Talent Development Programme at Imperial Tobacco/CE North.