Executive Board

Ásta Sigríður was born in 1982. From 2007 to 2012, she worked at IBM in Denmark and at prosthetics manufacturer Össur, both in France and Iceland. From 2012 to 2017, she worked at the Tokyo and Copenhagen offices of the international consultancy firm McKinsey & Company, where she lead a number of minor and major analysis, improvement and transformation projects. From 2017, she was Managing Director of the Iceland Chamber of Commerce. Ásta Sigríður was the Managing Director of Krónan from 2020 and became the Chief Executive Officer of Festi on September 7th 2022. She is a member of the Board of Advisors at UNICEF Iceland and the Board of Directors at Transition Labs. Ásta Sigríður has an M.Sc. degree in Mechanical Engineering from the Technical University of Denmark (DTU).

Magnús was born in 1970. Magnús worked for KPMG from 1994 to 1998 as an auditor. Between 1999 and 2002 he worked as Director of Accounting at Icelandair Group (Flugleidir). In 2003 he became Managing Director of Fjárvakur – Icelandair Shared Services, a newly set-up subsidiary of Icelandair Group, built on the foundations of the company’s finance departments. The company serviced all Icelandair Group companies and many medium and large companies in Iceland and abroad, as their finance department, handling accounting and preparation of financial statements, collection and payment services, payroll processing, management information, tax services, etc. Magnús worked in total 20 years for Icelandair Group or until January 2020 when he became Chief Financial Officer of Festi. In mid year of 2023 he also took over as Chief Operation Officer of Festi and today is also the CEO deputy. He has been a member of various company’s boards over the years but now is a member of the Boards of the subsidiaries of Festi and Malik Group A/S, in Denmark. He has a Cand.Oecon. degree in Business Administration from the University of Iceland and is a registered auditor in Iceland.

Eva Guðrún was born in 1987. From 2016 to 2023, she worked for the Danish consulting firm Implement Consulting Group with a focus on supply chains and warehouses. At Implement, she worked on projects for large international companies involving supply chain restructuring, including warehouse locations, size and propagation. She has been involved in the design and installation of automated warehouses, as well as several projects involving various improvements in supply chain management. She was appointed CEO of Bakkinn vöruhótel in October 2023. Eva Guðrún is an Operations Engineer with a M.Sc. degree from DTU, Technical University of Denmark.

Guðrún Aðalsteinsdóttir was born in 1985. From 2012 to 2015 Guðrún worked at Novo Nordisk Engineering (NNE) in Denmark in planning and project management. From 2015 to 2017, she worked at Te Whatu Ora Health in New Zealand, a healthcare consulting firm, first as head of the organisation‘s Project Management Office, and later as manager of Planning and Improvement, leading a team of experts in the field of operational health reform and policy. In 2017 she joined Icelandair as Director of Onboard Services and Catering Operations and later Director of Operational Excellence.  In 2020 Guðrún joined Krónan, first as Director of Procurement and Supply Chain Management, and later Director of Digital Development and Continuous Improvement. She was appointed Managing Director of Krónan in September 2022. Guðrún is an engineer with a M.Sc degree in Management Engineering from the Technical University of Denmark.

Karen Ósk Gylfadóttir was born in 1988. She has previously worked for a total of seven years at Nova, most recently as marketing manager but also held the position of sales and service manager and event manager. Karen was a marketing specialist in Íslandsbanki's marketing department from 2015 to 2017 as well as being involved in the bank's service and strategic planning projects. From 2021 to 2024, Karen Ósk served as Lyfja's Managing Director of Product and Marketing and Digital Development.

Since Karen Ósk started working at Lyfja, she has been responsible for strategic projects such as the Lyfja app, the company's marketing strategy, the development of the online store and customer service. She has also led the development of a new health service: Lyfja Heyrn, as well as being responsible for product selection, product management, pricing strategy, purchasing and distribution to stores. She was appointed Managing Director of Lyfja in October 2024. Karen Ósk has a degree in business administration from the University of Iceland and completed her management studies at Kellogg Northwestern University in the spring of 2024.

Óðinn was born in 1979. From 2007 to 2009 he worked as a FX and Derivatives Broker for Icebank. From 2009 to 2010 and 2012 to 2023 he worked as a Fund Manager, first for Íslensk verðbréf hf. then Stapi Pension Fund and finally for Stefnir Asset Management. As a Fund Manager he managed local bond funds, foreign and local equity funds. At Stapi Pension Fund he was on the Investment Committee where his focus was managing the local equity portfolios as well as all Real Estate related investments. From 2011 to 2012 he worked for Kaupthing Sverige AB in Sweden as a Real Estate Analyst. He was appointed Managing Director of Festi fasteignir in July 2023. Óðinn has a M.Sc. degree in Real Estate Management and Financial Services from the Royal Institute of Technology (KTH) in Sweden and a B.Sc. degree in Industrial Engineering from the University of Iceland.

Óttar Örn Sigurbergsson was born in 1979 and has been tha managing director since 2022. Óttar started working for ELKO in 2004 in the purchasing department and has overseen numerous projects that have shaped the company to this day. In 2007 Óttar lead the development and launch of the company‘s first online store, www.elko.is. In 2009 he took over the position of Purchasing Manager where he oversaw the office management, marketing, purchasing, operations, sales and other interesting tasks. In 2020 Óttar became Assistant Director until he took over as Managing Director early 2022. During his time in ELKO he has gotten to know all areas of the business, been involved in multiple major projects in different areas of the company and participated in developing the company‘s strategy for the future. Óttar has a B.Sc. degree in Business Administration from Reykjavik University.