At his core, Mikael is a mathematician and cognitive scientist and worked as a software developer before retraining in marketing & communications. A combination that suits very well, not least in today's digital media landscape, where much is about understanding customer behaviors and structuring, analyzing, and activating data. Before Mikael joined Apoteket, he has held various marketing roles at, among others, Ericsson, Advertising.com, Com Hem, and Samsung.