Head of IT & Business Development · Hemfrid / KEYTO Group
Oskar
Uddenberg
I lead technology organisations where IT is not a support function but a driver of simplicity, efficiency and long-term value.
- years in IT since 2007, from developer to management team
- ~20
- cross-functional teams led after the Mathem–Oda merger
- 7
- countries in Soundtrack Your Brand's global rollout
- 75
- people when I built Netlight's Berlin office
- 1 → 20
What I do
My career runs from developer and consultant to leading technical organisations in e-commerce, music tech and home services.
At Hemfrid, part of KEYTO Group, I lead IT Operations, IT Engineering and Business Development, and sit on the management team. I own the IT strategy, security and compliance, align the technology roadmap with group strategy, and work with M&A integration as the group grows.
Much of my current work is about building AI capability inside the organisation, so that AI-driven work becomes a normal part of how we develop software and make decisions.
Experience
E-commerce, music tech, home services and consulting, in Stockholm, Berlin and Munich.
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2024 —
Head of IT & Business Development
Hemfrid · KEYTO Group Stockholm
Leads IT Operations (support, security, infrastructure, governance), IT Engineering (Salesforce, backend and frontend) and Change Management (business transformation and IT M&A). Member of the management team. Joined in October 2024 as IT Strategy & Development Manager; took over the department in September 2025.
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2021 —
Partner & Co-Founder
Coody Stockholm
Co-founded an IT consultancy and helped grow it from an idea to more than 40 people. Today an advisor and partner on sales, recruiting and long-term technical strategy.
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2023 — 2024
Director of Development
Mathem Stockholm
Owned the technical side of the online shopping experience across four development teams. After the merger with Oda, took on Oda's global product approach: seven cross-functional teams led together with Product, Data and Design.
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2019 — 2023
VP of Engineering
Soundtrack Your Brand Stockholm
Worked alongside the CTO on team structure, developer growth and collaboration between product development and the commercial, legal and finance functions. Set company goals weekly with the executive management team.
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2017 — 2019
VP Music Rights Management
Soundtrack Your Brand Stockholm
Led the worldwide rollout across three development teams, legal and third-party music hosting, covering content, playback and royalty reporting. The product went live in 75 countries.
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2011 — 2017
Manager
Netlight Consulting Stockholm / Berlin
Consultant, solution manager and mentor. Built the Berlin office from 2014 as its first employee; it had 20 people when I left.
Client assignments
- 2016–17Senior Software Developer (Azure), Akelius
- 2014–16Developer → Technical PO → Product Owner, airberlin
- 2014Senior Software Developer, Magic Internet
- 2012–14Solution Manager, Scrum master & release manager, Viaplay
- 2011–12Frontend developer, Klarna
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2009 — 2011
Software Developer
HYVE Innovation Community Munich
Web development for an online crowdsourcing and innovation community product.
How I lead
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Technology drives the business
IT earns its place by making the business simpler and faster, not by keeping the lights on. The roadmap starts from business goals and OKRs.
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Structure that enables speed
Clear governance, security and an understood system landscape are what let teams deliver quickly without surprises.
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Autonomous teams, shared direction
Cross-functional teams that own their outcomes, with leaders who spend their time on clarity, growth and removing blockers.
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AI as everyday practice
Building AI skills across the organisation, so that AI tools become part of normal development and decision-making rather than side projects.
Where IT is heading
AI is making technology cheaper and faster to build. What I keep coming back to is what that does to the IT organisation over the next few years.
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Which roles stay in IT, and which move into the business?
When building gets cheap, more of the work can sit close to the people who own the problem. The open question is where the line goes for platforms, security, data and integration.
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How many teams do you actually need?
If a small team can deliver what a large one used to, team design has to start from ownership and flow, not headcount.
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Specialists or generalists?
AI raises the floor for generalists, but someone still has to know where the sharp edges are. The mix, and who you hire first, is changing.
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What remains when tech is cheap?
Understanding the problem, writing good requirements and helping people change how they work. These were always the hard parts, and they are becoming the main ones.
Background
Education
- MSc Computer ScienceKTH Royal Institute of Technology2002 — 2008
- MSc Computer ScienceTechnical University of Munich2007 — 2008 · Thesis on patent analysis and the MPEG Open Access Application Format
Certifications
- Certified SAFe® 6 AgilistScaled Agile2025
- Board CertificateBoard Company2024
Languages
- SwedishNative
- EnglishFluent
- GermanFluent
- FrenchA2
Off duty
Most of my free time goes to my family, especially my daughter and our two dogs. The rest goes to being outdoors and to keeping up with AI, mostly by building things myself.
- Family
- A young daughter, a partner and two dogs, a Jack Russell and a Dalmatian, who prefer to nap side by side.
- Outdoors
- Long walks with the dogs in all weather, and skiing whenever winter allows.
- Home lab
- A workstation at home running open-weight language models locally, so I can see what current AI can do without the cloud.
- Keeping up
- Following AI development closely and trying new tools as they ship, from coding agents to personal assistants.
Let's talk.
About technology leadership, engineering organisations or AI in practice. I usually reply within a day.