Group Leadership Team

Alfa’s Group Leadership Team is responsible for outlining Alfa strategies and sponsoring our management activities. Composed of key figures within the organisation, the Group Leadership Team is energised by the integrated knowledge gained from decades of experience at mobility & assignment management companies.

Annika Roupé

CEO

Annika Roupé lives in Stockholm, Sweden. She joined Alfa in January 2021.

Annika holds a MSc in International Business Administration from Linköping University. She has more than 25 years of experience from leading both global operations as well as Nordic businesses from several industry sectors, such as Telecom/IT, Construction, Industry, Security, Education and Sourcing. Annika has worked for international companies, for example, Alfa Laval, Ericsson, Samsung and public companies such as Lernia. Her main experience is centered around leadership, strategy, sales, business development and business transformation.

Henrik Backman

Vice President, Finance, IT & Quality

Henrik lives in Stockholm, Sweden and has worked at Alfa as the Group CFO since November 2022. Henrik has experience from various industries within finance, leadership, business planning, change management and M&A. He holds a Diploma in International Hospitality Management from Les Roches in Switzerland and has more than 20 years of experience from senior finance management positions both international and in Scandinavia, for example 24Storage, Compass Group, Fazer Food Services, Green Cargo, Upplands Motor, among others.

Mats Otterstedt

Managing Director Sweden & Finland

Mats Otterstedt lives in Stockholm, Sweden. He joined Alfa in 2024.

Per Vallbo

Managing Director Denmark & Norway

Per Vallbo joined Alfa Mobility Denmark in April 2023 as the Managing Director, bringing with him experience in leadership, business development, change management, and strategic planning from the consulting industry, P&C insurance, and International Private Medical (iPMI) insurance sectors.

Per has held key positions at companies such as RSA, Munich RE/ERGO, and Länsförsäkringar, including roles as COO, CEO, and Claims Director. He holds both an MSc in Engineering and an MBA from Chalmers University of Technology.

Mei Lee Marshall

Vice President, HR, Marketing & Communications

Mei Lee Marshall lives in Stavanger, Norway and took over the role as Managing Director in 2020. Mei Lee holds a Bachelor’s degree in Business Administration with Human Resources and Hospitality & Tourism Management. She has lived in various countries worldwide, in Scandinavia, Asia and Australia making her adapt to how it is to move globally and relocate.

Mei Lee started her career within Human Resources and has experience with talent management, global mobility and business development. Mei Lee believes in having high focus on implementing, practicing and developing the best organizational processes, structures and people to achieve results.

Tuomo Lindholm

COO Mobility

Tuomo lives in Helsinki, Finland. He joined Alfa 2016 and has worked both with relocation and immigration services as well as sales and management. Before joining Alfa, Tuomo worked as a university lecturer and entrepreneur and for a start-up community at the University of Helsinki.

Tuomo holds Master of Science degree in Geography from the University of Eastern Finland and has studied Finnish and Nordic History at the University of Helsinki and Human Ecology at Lund University.

Andrew Cummins

COO Move

Andrew spends time between Kent, UK & Jönköping, Sweden, joining Alfa in 2017 he has worked in the international moving industry since 1984. Before joining Alfa, Andrew worked with some large moving companies in the UK and Europe gaining vast experience within the whole moving sector from packing & warehouse through move management, sales and operations.

Based in Jönköping, Andrew is responsible for leading Alfa’s global partner relations, procurement and European planning departments. With many years’ experience gained in partner and agents relationships, Andrew brings Alfa focus on operational efficiencies, profitability and developing strong business relationships.

Patrik Eriksson

Vice President, Business Development & Sales

Patrik lives in Stockholm, Sweden and took over the role as Nordic Sales Director in 2021.

Patrik has worked in the Relocation industry for 25 years and has substantial experience from various roles ranging from Operations Manager, Business Development Manager, Nordic Regional Manager and CEO. Prior to joining Alfa, Patrik was the Head of Global Mobility at SAAB AB.

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