Passionate entrepreneur, global executive  with over 30 years of experience in branded consumer goods.

With origins in the advertising and graphic design area, I have worked in several industries ranging from leisure consumer goods (boating and cycling) to consumer electronics, mobile phones and mobile accessories and in the last 3 years within the OTC pharma/tobacco/nicotine replacement industries. Recently I stepped back into the consumer electronics business, mobile phone accessories and gps tracking devices. I have extensive experience in both B2C and B2B environments.

This journey was truly international, living in Belgium, later on Danmark, Finland and Sweden. I managed offices in the Benelux, in London, Paris, Zurich, Bietigheim-Bissingen, Prague, Singapore, Beijing, Shanghai, Dongguan, Hong Kong, Tokyo, Seoul, Delhi, Dallas and Stockholm.

In the last 10 years I switched from corporate to become an “entrepreneur”, starting in January 2005 when I co-founded, developed and lead the OSM Group through a leveraged buy out from AGO AB.

OSM was based in Stockholm, designing and producing personalization accessories through inspired design for leading OEM manufacturers such as Nokia, RIM and many others. Through an acquisition the OSM Group also developed it’s own range of branded products under the DICOTA brand name, delivering products to the main distribution channels such as Mediamarkt/Saturn group, Ingram Micro and others. The OSM Group employed at the end of 2011 more then 2000 people in 15 countries across the world, including a fully owned SA 8000 approved factory in Guangdong province in China.

In 2012 I founded MRM-Advice and expanded my focus area also to the bicycling industry, succesfully introducing Eddy Merckx on the Swedish market. I also helped Urbanista turn around from an imminent bankrupcy to a succesful sales to an industrial partner, and defined the long term strategy and processes for TLF N.V. in the Netherlands.

In 2013, through initial consulting work with MRM, I became Chief Executive Officer for Nicoccino AB/Ltd, a start up company that had a license on a platform product ready in lab environment focused on giving smokers a healthy and efficient alternative. I ensured funding, launched the brand and product, worked with production and listed the company in 2014 on Nasdaq, First North Sweden. We launched the product on the UK market via e-commerce, supported by events and social media and digital media strategies, before breaking into well known retail outlets such as WHSmith in September 2015. We also launched at the same time the product to international markets.

In 2016, I joined the Board of Directors at Strax AB, a listed company on the OMX Nasdaq, Stockholm. STRAX is the global specialist for mobile accessories, connected devices and innovative customer solutions.

From August 2016, I will take up the position of CEO at WTS AB , again as a result of earlier consulting work. WTS is a young technology company with a leading GPS tracking device for kids and pets.

On a personal level I am an individual driven and guided by a strong moral compass, focused on achieving a vision. My strenghts are centered around my capability to create a clear vision: I build well organised teams, with specific strenghts, complementing each other and geared towards achieving the set goals and vision. I am passionate and can inspire those around me to give their utmost together with me to reach ambitious targets.

With such a long experience in setting up new ventures, business areas and building up teams, I am again looking forward to put my value to work in new challenges.

Here’s what I am specialized in:

Start up of new ventures and business areas

Create profitable businesses and business models

Develop products and services that grow revenues through:

  • Understanding consumer trends and consumer needs
  • Objectives, Brand values and language

My personal values are:

Fairness, Honesty and Trust

Respect for the individual, cultural diversity and the environment

Creative, open-minded

Learn, infinitively

Positive and passionate

Overall it is my aim to create value that is truly benefiting companies, society and individuals.

My Résumé in Brief:

2016 – Chief Executive Officer at WTS AB (Traxfamily.com)

2016 – Member of the Board of Directors at Strax AB

2012 – Managing Director of MRM-Advice AB, a general management consultancy

2014-2015: Board member in Karessa AB

2013 -2015 : Chief Executive Officer, Nicoccino AB/ltd.

2013-2014: Board member at Urbanista AB

2007 – May 2012 Chief Executive Officer OSM Group, Stockholm, Sweden

2005 – 2007 Senior Vice President OSM Group, Stockholm, Sweden

2004 – 2004 Vice President Business Development, AGO, Stockholm, Sweden

2000 – 2003:Director, Business Development and Licensed Products, NOKIA, Espoo, Finland

1999-2000: Director, Personalization, NOKIA, Copenhagen, Denmark

1994-1999: Sales and Marketing Manager, NOKIA, Brussels, Belgium

1989-1994: Sales and Marketing Manager, European Head of Communicaton, Outboard Marine Corporation, Bruges, Belgium

1987-1989: Art Director at various advertising agencies, Belgium


Harvard Business School Alumni/ PLD- PLD/A studies

St-Lucas, Brussel, Master degree in Applied Arts

Post graduate studies participation in Marketing Communication and Marketing Management at Ehsal, Brussels

Nationality: Belgian/ Swedish

Born: 04-12-1963

Currently living in Sweden

Languages: Dutch, French, English, Swedish, Hungarian, German

Family: Nóra Noll, partner and 4 kids, Mira, Deborah, Eszter and Jonathan Bracké

Other: Avid cyclist, strategic board gamer, traveller, photographer, snowboarder that loves to be out!

Life is beautiful