Meet the jury - DreamBig
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    Meet the jury

    Let us present the experts of our judging panel. The members of the jury have a long experience of entrepreneurship and digitalisation. The jury is 100 % gender balanced, 50/50 women and men, as we believe that everyone should have the same opportunities to dream and succeed. We are also convinced that equality gives the best result and contributes to a successful competition.



    CEO of Women In Tech Venture Studio, Member Board Of Trustees: Swedish AI Fund, Angel investor and Equality expert. Malin wears many metaphorical hats and has thrown them all into the ring of venture creation, start-up investments, innovation, and equality.
    In 2021, she was a finalist for IT-woman of the year in Sweden – and won the title of “Start-up ecosystem supporter of the year” at the Global Start-up Awards.

    LARS KRY (jury chairman)

    CEO at Nexer and board member of several organisations.


    Professor of Information Systems at the University of Gothenburg and director of SCDI (the Swedish Center for Digital Innovation). Johan’s research and teaching explores the intersection of governance and digital transformation in large organisations, primarily within the public sector.

    He was recently awarded with the Kjell Hultman scholarship for his contribution to the use of IT in Sweden and is named on the Tech50 list of the 50 most influential people on the Swedish tech scene 2022.


    Linda started her career in the advertising industry and has focused on building and launching brands. She took a new path into the recruiting field, but ended up as a leader in the IT consulting industry. Recently, Linda took over the role of CEO at Xenit – a company that focuses on cloud and digital transformation.


    Arby has a background in pedagogy, healthcare, and firefighting, but dived into the IT sector in 2016. Since then, most of his focus has been on digital business and product development within AI and the blockchain industry. Last year, Arby pitched in Dream Big and won 1 million SEK for his tech start-up Thermaiscan and their breast cancer pre-screening solution.


    Nora is the award-winning brand strategist who became a tech entrepreneur and General Partner at Unconventional Ventures, a Nordic VC that works for increased diversity and inclusion in the tech industry. With her understanding and focus on sustainability, DEI and future trends, she builds ecosystems in the Nordics as well as in Europe to take advantage of the potential she sees being lost today.

    Nora was named one of the 50 most influential people in Tech 2022, Most important female investor 2021, Role model of the year 2020 and among Sweden’s 101 Sustainability Leaders 2020.


    Minna is a creative and goal-oriented Marketing Director with over 20 years of experience from retail, FMCG and insurance. She has a burning interest in business development, sales and marketing, and works hard to achieve results. In addition to her long experience from leading positions within marketing and sales with P&L-responsibility, Minna has also been part of launching and developing a new retail chain (start-up) and served as a Board Member in several companies. In 2014, Minna was awarded Marketing Director of the Year in Sweden.

    Tomas Frimmel

    Tomas has more than 20 years of experience in the IT industry. He joined Microsoft in 2005 as part of the acquisition of the IT security company Sybari Software and was part of Redmond’s Incubation organisation. In 2010, Tomas joined the Swedish management team as director of Microsoft Sweden’s SMB/SMC and partner operations, before moving on to the role of director of the Enterprise Commercial segment in 2012.

    Tomas’ leadership and areas of responsibility are anchored through strategic partnerships with customers and partners to strengthen Sweden’s competitiveness and realise a sustainable digitalisation of Sweden.


    Our specialist jury, with expertise and experience in innovation, digitalisation and start-up businesses, assess the following:


    How innovative is the idea, and what are the possible opportunities for expansion in the market?


    Does the technical implementation of the service or product provide a future growth opportunity that meets the business needs?


    What’s the market potential of the business idea?


    Does the contestant have the realism, passion and commitment required, including a desire to succeed, to realise the business idea successfully?

    The jury’s decision cannot be appealed.