Malin Stråhle recently joined Addnode Group’s Board of Directors, bringing extensive experience from digital transformation, strategy, business development and technology-led growth across industries such as media, music streaming and industrial operations. With senior roles at Schibsted, Spotify, Bonnier Digital and TV4, she adds valuable perspectives on how companies can adapt, scale and create long-term value in an ever-changing world. We sat down to learn more about Malin’s experience, what attracted her to Addnode Group and the perspectives she hopes to bring to the Board.
A warm welcome to the Addnode Group’s Board! What are some common themes or lessons that have followed you throughout your career?
While the industries have been quite different, the common thread has always been transformation and helping organizations adapt to changing customer expectations, technologies, and business models. I’ve learned that successful transformation is rarely about technology alone. It starts with people, culture, and having a clear purpose.
Another lesson is the importance of staying curious. Some of the most rewarding opportunities in my career have come from stepping into unfamiliar industries and discovering that many challenges are actually very similar beneath the surface. Whether in media, digital platforms, music streaming, or industrial companies, it’s about creating value for customers and building organizations that can keep learning and evolving.
What attracted you to Addnode Group and what has been your first impression?
What attracted me to Addnode is its combination of entrepreneurship, domain expertise, and long-term value creation. The Group has built an impressive track record by combining strong local businesses with the benefits of being part of a larger organization, which is not always easy to achieve.
My first impression has been very positive. I’ve been struck by the competence, commitment, and customer focus throughout the organization. There are also a pragmatism and humility in how the Group operates, with a culture that feels both entrepreneurial and grounded.
With your background from both technology-driven growh companies and large industrial organizations, what perspectives do you hope to bring to Addnode Group’s Board?
I hope to bring perspectives from scaling digital businesses as well as leading transformation in both leading technology companies and large, complex, more traditional organizations.
One area that particularly interests me is how organizations can move beyond viewing AI as a productivity tool and instead use it to redesign processes and ways of working. The next wave of value creation will likely come from agentic AI, systems that can reason, make decisions within defined boundaries, and act as digital coworkers alongside humans. I look forward to contributing in discussions around how Addnode Group can keep leveraging these developments with a clear customer focus.
What opportunities do you see for companies like Addnode in the coming years?
I believe the opportunities are significant. Organizations across both the private and public sectors continue to digitalize critical processes, and increasingly they are looking for partners who can help them navigate the shift toward AI-enabled operations.
What makes the current moment interesting is the emergence of agentic AI and intelligent automation. Many organizations have already experimented with generative AI, but the next step is embedding AI into business processes. This requires deep understanding of workflows, regulations, data, and industry-specific challenges, and is where companies like Addnode are positioned to deliver great value. I believe the companies that succeed will be those that combine technical innovation with domain knowledge and an understanding of how people and technology work together.
On a more personal note, what is something colleagues or shareholders might not know about you?
One thing that surprises many people is that I’ve tried my hand at ice sculpting. In collaboration with my friend Yves Béhar, one of the leading industrial designers in the United States, I created an ice sculpture at the Icehotel in Jukkasjärvi. The sculpture was later flown to Washington, D.C., where it became part of an exhibition at the Swedish Embassy.
It was a completely different creative challenge from anything I’ve done professionally. Working with a material that is both beautiful and temporary teaches you a lot about patience, craftsmanship, and the importance of focusing on the process as much as the outcome. It remains one of the more unusual and memorable experiences I’ve had the opportunity to be part of.
We are very pleased to welcome Malin to Addnode Group and look forward to the new perspectives she will bring to the Board!
