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.
Day 2 | 3rd June 2026
9:00 AM Opening Keynote: Closing the CX Gap: Turn Programmatic, Data and Media into Seamless Customer Experiences that Drive Revenue
- Improve Performance Where It Matters: Remove friction across key touchpoints to increase conversion, attention, and lifetime value from programmatic spend
- Make Data and AI Work End-to-End: Build strong data foundations and connect activation, creative, and on-site experience to deliver consistent, high-impact journeys
- Drive Measurable Outcomes, Not Just Impressions: Break down silos between media, data, and CX teams to prove real business impact beyond clicks and platform metrics
Check out the incredible speaker line-up to see who will be joining Mikael.
Download The Latest Agenda