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Lotta Holfve has extensive experience in various leadership roles within the consumer and digital business sectors. At Comfort since August 2011, Lotta has held multiple positions including Chef Verksamhets- och medlemsutveckling, Affärsområdeschef Konsument, Affärsområdesansvarig Digitala Affärer, and Inköps- och Sortimentschef Konsument & Butik. Prior to this, Lotta worked at Systembolaget from November 1996 to July 2011, serving as Project Manager for Multi Channel Strategy, Category Manager, and Market Research Manager. Lotta's educational background includes a Bachelor degree in Business Administration with a focus on Marketing from Växjö University, complemented by civil engineering studies also at Växjö University and the University of Minnesota Duluth.