Falkenberg began her career in international sales at luxury fashion brand Max Mara. “I realized that even when working in sales, it’s ultimately all about people. Since then, I’ve devoted a lot of my professional life to learning how to improve companies and how to help them excel,” said Falkenberg. Most recently, she has been working as Deputy CEO at Sweden’s largest wine company, Oenoforos. She previously spent a total of 10 years with consultant group Alumni and Harvey Nash working with organizational changes, leadership development and headhunting.

In her new role, Falkenberg will work closely with the Management Team to build a highly professional organization and cultivate the best working environment possible to ensure Trustly’s talents grow.

To nurture its rapid growth, Trustly aims to recruit talents from all over the world. Currently, the team is made up of people from more than 25 different countries, which Falkenberg views as a cultural asset as opposed to a challenge. “It’s great to work at a diverse place where people come from different backgrounds and have different views on how to approach a situation. We believe the next innovative idea will sprout at the intersection of our different skills,” she said.

As the company grows across Europe, she will also work to foster a culture that is uniform across offices, yet also localized. “We don’t want to have a Swedish culture in the UK office; we want to have a UK culture integrated in the Trustly culture,” she added.

Newly appointed Trustly CEO Oscar Berglund said: “Trustly is growing quickly and we want to make sure that we continue to attract and retain the best talent. I am delighted to welcome Ulrica, who will help us scale healthily.”