Sting Advisors

The Sting Advisors is a group of experienced entrepreneurs and investors that in different ways contribute to the development of Sting and the Sting companies. The members of Sting’s Advisory Board take an active part in furthering Sting’s support to startups by sharing their ideas and network with Sting. The Advisory Board also focus on how strategic challenges for the startup ecosystem in Stockholm can be tackled.

Some of the Sting Advisors also act as advisors to the Sting companies and are available for one-to-one meetings during which our startups can bounce specific questions regarding their businesses and growth. These advisors all have experience from building a successful international company and has in-depth knowledge of one or several industries.



Johan Attby is a serial entrepreneur with a passion for building game changing companies. Johan previously founded the software company Tific, which was acquired by Plumchoice, Inc. Now he is the Founder & CEO of Fishbrain which is disrupting the world’s largest hobby – sport fishing. Johan was awarded “Founder of the Year” in Sweden 2015 and on was on the 2017 list of the 100 most influential people in the Nordic Tech Scene. He has a MSc in Physics and was a PhD student in AI before shifting gears and becoming an entrepreneur. Member of Sting’s Advisory Board.
Sara Bjelkstam has since her studies at the Stockholm School of Economics worked in a number of entrepreneurial technology companies. Most recently, Sara was the COO at Fishbrain and before that, she was CMO for the digital mailbox Kivra. Nowadays, Sara runs her own company where she supports start-ups on issues such as how to build a successful team, ways to maintain and attract talent, and how to proactively work to build a corporate culture that enables innovation and rapid growth to achieve business goals. Advisor to Sting companies.
Erik Byrenius co-founded OnlinePizza and was the CEO and responsible for tech, product, legal, HR etc. Erik and his co-founders sold the company to Delivery Hero in 2012. He is now trying to help other tech startups, partly by building stuff for the ecosystem (e.g. StartupDocs) and partly by investing in and advising startups. Erik’s experience primarily originates from building marketplaces, but he can give general advice relating to product, legal, HR, finance, metrics etc. Member of Sting’s Advisory Board and Advisor to Sting companies.
Kerstin Cooley is the Managing Partner of MOOR. Before co-founding MOOR, she worked on SEB investment teams in Sweden and the U.S. with start-up hedge funds and developing and selling alternative investment products for institutional clients. With 20 years of experience in the financial and IT industries, she started her career at Silicon Valley based Echelon. In the late 1990’s and early 2000’s, Kerstin co-founded global integrated communications agency Cognito and was at Trema for eight years in a variety of positions, from facilitating M&A transactions to leading the company’s consulting organisation in the U.S. Kerstin holds a Masters from Umeå School of Business and Economics. Member of Sting’s Advisory Board.
Paul Fishbein is an entrepreneur with extensive experience from building online companies, primarily within e-commerce (B2C). Paul is the founder of and has also been the Chairman of companies like as, Gymgrossisten and Lekmer. Today, Paul Fishbein is also an investor in promising growth companies. Advisor to Sting companies.
Giovanni Fili is Founder & CEO of Exeger Sweden AB (publ) since September 2008. Exeger is a clean tech company that develops Dye Sensitized Solar Cells (DSCs) to harvest solar energy efficiently. Previously, Giovanni Fili was board member, Vice President and Partner of Nanologica AB (publ), a Nano Tech material company that focuses on the bio-tech and drug delivery sector. He was also a Senior Advisor and Research at the KTH Applied Finance Institute. Giovanni Fili received his Master of Science in Finance and Information Management in 2002 from the Stockholm School of Economics. Member of Sting’s Advisory Board.
Ludvig Linge was one of the founders of T.A.T which became a world leader of creating the best user experiences in smart phones, with global customers like Samsung and Blackberry. In 2012, T.A.T was acquired by Research in Motion (Blackberry) at a valuation of 700 MSEK. Ludvig is today a seasoned investor and has helped a number of Sting companies. As a Sting Advisor, Ludvig can be a sounding board for issues in a range of areas – how to build a world-class product, how to build a really strong team, how to scale, and several other areas. He has a M.Sc. in Computer Science from Lund Universtiy. Advisor to Sting companies.
Hannah Meiton is the Chief Growth Officer at Soundtrack Your Brand, the Spotify-backed company founded in 2013 on a mission to kill bad background music. Prior to Soundtrack Your Brand, Hannah has a long experience from the software start-up world, mainly in Silicon Valley, where her main focus has been on growth and sales for SaaS companies within innovative industries; the most recent one prior to joining Soundtrack Your Brand was iZettle the mobile payments company. Advisor to Sting companies.
Maria Rankka is the CEO of Brunswick Sweden and the former CEO of the Stockholm Chamber of Commerce. She is also a member of the Royal Swedish Academy of Engineering Science. In addition, she serves on the Board of Directors of several companies and organizations. Before joining the Stockholm Chamber of Commerce, Maria was the CEO of Timbro, a free market think tank. Prior to that she worked for Carl Bildt, Sweden’s former Prime Minister and Foreign Minister. She was born in 1975 and holds a Bachelor’s degree in political science from Uppsala University and has completed the Stanford Executive Program at Stanford Graduate School of Business. Member of Sting’s Advisory Board.
Jessica Schultz is a Partner at leading Nordic VC Northzone. She joined Northzone in 2014 and her primary areas of focus are e-commerce and consumer internet. Jessica is a growth stage investor and has a strong interest in marketing and business intelligence. Prior to joining Northzone, Jessica co-founded HelloFresh, the global recipe kit delivery service with market-leading operations in nine markets. At HelloFresh, Jessica was the global CMO, and spearheaded the global marketing operation. She has a M.Sc. in Business and Economics from the Stockholm School of Economics. Member of Sting’s Advisory Board.
Henrik Torstensson is CEO & Co-founder of Lifesum and an investor in TeamTailor, Sparta Sales, Castle and Fishbrain. Previously Henrik worked at Spotify (Head of Premium Sales), Stardoll (SVP Strategy) and TradeDoubler (Affiliate Manager) and has been a Board Member at Videoplaza and Tieday Group. Some areas Henrik has worked with are freemium, subscription services, recruiting, fundraising, and strategy and business model development.Member of Sting’s Advisory Board.
Caroline Walerud is Co-founder and Executive Chairperson at Sting alumni company Volumental and Partner at Walerud Ventures. Caroline cofounded Volumental in 2012 with the mission to make retail more efficient and personalised through 3D scanning and artificial intelligence. She built the company from scratch as CEO for the first three years and now focuses on business strategy and talent acquisition as Executive Chairperson. Volumental is now in 35 countries helping thousands of people every day find shoes that fit. Since 2016 she is also a Partner at Walerud Ventures, a deep tech investment firm. She is looking to fund and work part-time with early stage green tech startups. Member of Sting’s Advisory Board.
Johanna Wollert Melin is a Founder and board member of Trice imaging, a global leader in cloud-based medical imaging management. Trice Imaging’s Tricefy® platform offers physicians the ability to archive and manage images in the cloud, instantly collaborate with colleagues, and share images with patients. Trice Imaging has customers in 45 countries and every day Tricefy sharing features reach around 190 countries globally. Today Johanna is an active angel investor in the Nordic startup community and as member of Sting advisor board Johanna enjoys coaching and helping other entrepreneurs to build their dream company, with a focus on e-health. Member of Sting’s Advisory Board and Advisor to Sting companies.