Anneli Gunnarsson

Critic
DISC Type : C

Global VP Retail Data and Machine Learning at IKEA

Helsingborg, Skåne County, Sweden

Overview

Anneli is the Global VP of Retail Data and Machine Learning at IKEA, leading a team of over 200 people to drive the companys data-driven digital transformation. With a career at IKEA spanning over 20 years, she is a seasoned expert in AI, strategy, and transformational change. Colleagues describe her as determined, kind, and a "can-do" professional.

Anneli is a vocal advocate for ethical AI, stating that "AI has to work for people. " She is passionate about creating a better everyday life for customers and coworkers, emphasizing work-life balance and long-term professional development. She is also active in the broader tech community, serving as an industry awards juror.

Having celebrated her 20th anniversary with IKEA, Anneli has progressed through multiple strategic roles, from procurement to Chief Operating Officer of Digital, within the same company.

Personality Overview

ROI Driven

Negotiator

Precise

They enjoy working alone and do not rely on others very often.  They prefer to do logical analysis and value evidence over emotions. They don’t appreciate bells and whistles unless backed by data.

Topics They Care About

Ethical AI in Retail
Leads all AI development for IKEA's retail business with a strong focus on creating practical, ethical solutions that provide real business value and "work for people".
Data-Driven Culture
Her core mission is to transform IKEA into a data-driven organization by leveraging data products, machine learning, and advanced analytics to inform business decisions.
Strategic Transformation
Has a long track record of leading large-scale change at IKEA, from co-leading the shift to a digital organization to developing strategic supplier relationships.

Media Appearances

Women in STEM are leading the digital future at IKEA. Featured in Ingka Group (official IKEA newsroom)

See Now

Work History

1-2024
Global VP Retail Data and Machine Learning at IKEA
9-2018 - 7-2024
Chief Operating Officer -Digital IKEA at IKEA
5-2016 - 9-2018
Strategic Supplier Development Manager at IKEA
4-2003 - 12-2005
Financial trader at Öresundskraft Energy Trading
6-2000 - 12-2002
Marketing Strategy & Business Analyst at Strong Investments

Education

1995 - 2000
Bachelor in Business Administration from University of Wisconsin-Madison
1993 - 1995
High school from Chapman

More Information

Social Presence :

Prographics :

Exp : 14 Location : Helsingborg, Skåne County, Sweden Job Level : Senior Designation : Global VP Retail Data and Machine Learning at IKEA
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Insights For Selling To Anneli

During A Call Or A Meeting

DO's

  • Use phrases like ‘expect X% improvement’, ‘data clearly shows’ etc.
  • Leverage facts and figures wherever possible; use percentages, numbers etc.
  • Be formal and objective, they will appreciate it more

DONT's

  • Avoid pushing them too much to involve other stakeholders unless it is critical
  • Make extra effort to not seem pushy or confrontational
  • Don’t try to give too many examples of other users, they like to make their own decisions

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Anneli is

  • Strong evidence of ROI, effective pricing, and proven data points matter the most to them.
  • Will you ever get a clear answer from Anneli

  • It is not very hard for them to say no if they are not convinced about the decision.

Insights For Deal Planning

    How fast (or slow) will Anneli move?

  • They are neither the fastest nor the slowest decision makers, they are somewhere in the middle.
  • Can Anneli take some risk or not?

  • They can bear some risk if their analysis backs the decision.

You And Anneli

Personality Compatibility


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