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Emelie Friis has an extensive work experience in the marketing and communications field. Emelie'smost recent role is as the Executive Vice President Marketing & Growth at XXL Sport & Villmark, starting in January 2024. Prior to this, they held the position of Executive Vice President Brand & Marketing at the same company since August 2023. From 2015 to 2023, they worked at Kronans Apotek, first as the CMO | Marknadsdirektör and later as the Marknadschef/Marketing Director. Emelie also gained valuable experience at The Absolut Company, where they held several roles including Global Communications Director for Malibu & Kahlúa Brands from 2012 to 2015, Marketing Director for Europe from 2006 to 2011, Marketing Manager for S/W Europe & Africa from 2004 to 2006, and Communications Manager for South West Europe & Africa from 2003 to 2004.

Emelie Friis has a Board Certificate from Board Company which was obtained in 2022. In 2017, they completed Situational Leadership® program at Market Cap. Additionally, they attended Harvard Business School Executive Education in 2006 for a program focused on Strategic Marketing Management.