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Anna Wirén has a strong background in marketing and management. Anna is currently serving as Chief Marketing Officer at Zmarta, where they have focused on improving marketing efficiency, building a new team, and implementing a digital-first approach. Prior to Zmarta, Anna was the Chief Marketing Officer at Hemfrid AB, where they led a team of 20 people and made significant improvements to the digital platform. Anna also served as Marketing Director at Scandic Hotels for nearly a decade, overseeing marketing and brand communication in the Swedish market and leading commercial operations for new hotel openings. Anna has also held various positions at Bookatable, including Consumer Marketing Director, Marketing Director, Country Managing Director, and Marketing Manager. Anna began their career at SJ AB as the Head of Marketing (Long Distance Train Division) and started as a Management Trainee.

Anna Wirén received their Master of Science degree in Industrial Engineering and Management (Industrial Marketing) from Linköping University, where they studied from 1993 to 1999.