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Ulla Maaria Koivula has an extensive work experience. Ulla Maaria began their career in 2000 as Director at the Institute for Design Research. In 2006, they became the CEO of Social Objects, a Helsinki based consultancy, incubator and early investor in social media startups. In 2010, they co-founded Nopsa Travels and was a board member, and also founded Thinglink, a company that makes it easy to enhance images, video and 360 degree media with additional information and links. Over 6 million teachers, students, online publishers and businesses in 190 countries use ThingLink.

Ulla Maaria Koivula has completed a variety of educational experiences, beginning with a M.Sc.Econ. from the Turku School of Economics at the University of Turku in 1993-1996 in the field of International marketing and commercial law. In 1994-1995, they earned a Masters in Economics from the Universidade da Coruña. From 1997-1999, they earned a Masters in the IDBM programme from Teknillinen korkeakoulu-Tekniska högskolan, as well as a Masters in (IDBM) International Design Business Management from Helsingin kauppakorkeakoulu and Taideteollinen korkeakoulu - Konstindustriella högskolan. From 2002-2006, they completed Doctoral studies in activity theory, organisation studies, and management studies at the University of Helsinki, as well as Doctoral studies in Information Systems at The London School of Economics and Political Science (LSE).