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Ulf Öman is currently the Customer Experience Lead at NORNORM, a subscription-based furnishing model company. Prior to this role, Ulf founded and serves as the Race Director at Kullamannen by UTMB, organizing trail- and mountain running competitions. With previous experience at companies like IKEA Group, Nordic Morning, and Directlyfrom.nl, Ulf has a strong background in user experience, digital in-store experience, and account management. Additionally, Ulf has experience in publishing concept development and creative digital direction from roles at Gear up Ventures and Blackboard AB. Ulf is also a co-founder of FILL & TELL, a publishing house focused on multiple markets. Ulf's educational background includes studies at Berghs School of Communication, Folkuniversitet, Lund University, and Ängelholms Gymnasieskola.