Governance

Corporate Governance
at Umida Group

Our corporate governance is designed to ensure long-term value creation and responsible business practices. Through a clear division of roles, where the Board of Directors sets the strategic agenda and the Management team drives daily operations, we create an effective and transparent organization that acts in the best interest of all our stakeholders.

Umida Group

Our Management

The leadership of Umida Group is defined by a dynamic management team that combines decades of industry experience with a sharp commercial focus. Their shared entrepreneurial spirit and proven ability to scale brands are the driving force behind our continued success.

With over 15 years in sales and marketing, Filip has a broad background from international FMCG giants like L’Oréal and Treasury Wine Estate. His experience spans all sales channels and includes 12 years of running his own business development consultancy for the wine and spirits industry.

A trained Sommelier, Filip became Sweden’s youngest Champagne expert while working with the renowned expert Richard Juhlin. This expertise led to his board position at Guldkula Champagne, which he has held since 2021.

With a decade of international experience forged mainly in London, Tiffany is an expert in brand strategy across the food, beverage, and lifestyle industries. Her career uniquely combines agency-side, in-house, and community-building perspectives.

She has driven consumer PR, managed marketing for retail giant Whole Foods Market, and cultivated the community for WeWork, demonstrating a proven ability to connect with consumers on multiple platforms.

Aron Källström serves as Chief Financial Officer at Umida Group, overseeing finance, reporting, and strategic business planning. With a strong background in financial management and operational efficiency, Aron plays a key role in driving profitability, transparency, and sustainable growth across the Group’s portfolio.

With two decades of experience in the manufacturing industry, Fatih has a deep and comprehensive background in critical operational roles. His expertise is centered on purchasing, logistics, and production planning, giving him a holistic view of the entire supply chain from start to finish.

Most recently, Fatih served as Division Manager for purchasing and logistics at the American company Sanmina Corporation, one of the world’s largest electronics subcontractors. In this senior role, he was responsible for leading and optimizing the division’s complex, large-scale supply chain operations.

Umida group

The Board

The strategic direction of Umida Group is guided by a Board of Directors with a formidable track record in business leadership. Their collective insight and governance expertise are instrumental in navigating market complexities and steering the company towards its ambitious goals.

Mats is a seasoned entrepreneur with over 20 years of international experience in strategic marketing, sales, and concept development. He has a proven track record of creating value for iconic global brands such as ABSOLUT, Disney, Electrolux, and Ericsson.

His entrepreneurial journey includes founding, owning, and leading three major communications agencies, as well as co-founding the property company Arlandastad Holding. Today, Mats channels this wealth of experience into his own consultancy, advising clients on strategic marketing and high-impact events.

Robert is a highly accomplished tech entrepreneur, best known as the co-founder of the IT consultancy Cygni, which was successfully acquired by Accenture in 2021. Through his work with Cygni, he has held senior interim assignments as CTO or CIO for many of Sweden’s leading digital companies, including Kindred, SBAB Bank, Blocket, and Futur Pension.

Complementing his operational background, Robert has extensive governance experience. He currently serves on the board of the publicly listed Bredband2 and has previously been a board member for other listed companies such as Qliro, Verkkokauppa.com, and Gaming Innovation Group.

Ash Pournouri is a transformative entrepreneur who reshaped the music industry as the manager and creative partner behind superstar Avicii. He pioneered EDM’s global rise and collaborated with icons like Coldplay and Madonna before exiting the industry in 2016 to build a diverse portfolio of over 30 companies.

He has since become a key architect of the Nordic innovation ecosystem, co-founding the Brilliant Minds summit with Daniel Ek and launching the Nordic Angels investor network. A dedicated philanthropist and futurist, he recently initiated the Super Humans summit, focused on the future of humanity, and also serves as a judge on the TV show IDOL.

As CEO of Umida since 2020, Filip has steered the company through a period of significant transformation and growth. He orchestrated the creation and launch of the KISS spirits portfolio, which became the most successful spirits launch in Swedish history before its expansion into the US and multiple European markets.

His strategic leadership has also been pivotal in shaping the company’s structure, where he has managed key corporate activities including the acquisition of Ekobryggeriet, the divestment of JÄRN, and several successful capital raises. Furthermore, he is the innovator behind JOLUCA, a successful and fast-growing energy drink brand.

Newsroom