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Sara Heiner Asplund is an accomplished finance professional with extensive experience in leadership roles, including current positions as Director of Finance and Accounting at Etraveli Group and Board Member at Smartoptics. With a strong background in financial management, Sara has served as Chief Financial Officer at IDEAL OF SWEDEN and Svea Solar, and held the role of Finance Director and CFO at Plantagen/Plantasjen. Additional board experience includes Outpost24 and significant contributions to firms such as 24Storage AB and Nordic Choice Hotels. Sara is the owner of HEINER ASPLUND CONSULTING AB since 2017. Educational qualifications include a Bachelor’s degree in Accounting and Finance from Stockholm University and a degree in Industrial Economics from KTH Royal Institute of Technology.