Paulina Kårelius-Chui is Chief Marketing Officer at Oral Care Group, a private dental care group operating across Sweden, Norway, Denmark and the Netherlands, where she leads marketing, digital and brand strategy since January 2026. She joins the jury with close to a decade at H&M, most recently as Head of Customer Activation & Marketing, North Europe, leading a team of more than 80 across marketing, communications, media, CRM and customer insight for seven markets. Earlier in her career, a local campaign she led in Japan drove a queue of 16,000 people outside stores nationwide ahead of launch, one of several campaigns recognised for strong commercial and brand impact. Her background also spans global media planning across more than 60 markets and senior marketing roles for Japan and South Korea, giving her deep market knowledge across Asia and Europe. She holds a Bachelor of Science in Business and Economics from the Stockholm School of Economics.
