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Frida Ekholm began their work experience as a Public Relations Intern at MorePR in November 2015. Frida then joined Jollyroom in July 2016 as a Marketing Coordinator before being promoted to the role of Digital Communications & PR Manager in January 2017. In February 2020, Frida became the Marketing Director - CMO at Jollyroom and held this position until January 2022. Frida then served as the Head of New Business and Head of Ecommerce & Brand at Jollyroom starting in January and April 2022 respectively.

Frida Ekholm obtained a Bachelor's degree in Communication and Media Studies from the University of Gothenburg from 2013 to 2016. In 2015, they also attended Goldsmiths, University of London where they focused on Photography and Communication and Media Studies. Additionally, in the same year, they briefly studied Organizational Theory at Mid Sweden University. Prior to their university education, Frida attended Jensen gymnasium from 2008 to 2011, where they studied Natural Sciences.