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Meet the Celpaxers

Say hello to our great team and our fantastic advisors.
  • Alex Cioppa Marketing Specialist

    Originally from Canada, I am currently residing in Taiwan. I’ve previously managed the social presence of Samsung and most recently, JUST EAT Canada. I love working to bring together smart social strategies that get audiences interacting with a brand’s story.

    I’ve developed creative content for brands like Maybelline and Revlon. In addition to my expertise in social media and content creation, I’ve also worked in public relations, helping to raise brand awareness. I’ve also done freelance writing for publications like XO Jane and The Gloss.

    I believe in hustling to get work done and love the fast paced start up experience. I definitely understand the difference a good mood makes in a workplace and love helping improve workplaces around the world!

  • Sergi Espinar Software Architect

    Sergi Espinar is a multi-skilled Software engineer with an eye for smart details that brings several disciplines together. Sergi holds a Masters Degree in Computer Science from the Autonomus University of Barcelona. He has a solid understanding of Software product development and a particular interest in high-availability and distributed systems.

    Sergi’s role at Celpax mainly involves Software architecture, design and implementation of the technical solution. He believes in an agile approach and in his previous positions he worked for high-tech start-ups like VIDA Software where he met Rafael, and for one of the world leaders from the telecommunications sector.

  • Rebecca Lundin Co-owner, Growth

    I’m a happy Swede that enjoys crossing between disciplines and learning new stuff. I’ve continuously explored new business areas such as HR, funding, international management, IPR, sales and the development of an award winning B2B system. Ah, and lately operations.

    Prior to Celpax I worked for Bombardier and tech start-ups like Southwing and Zeemote. I have a Degree in Media & Communication and Political Science from the University of Lund, Sweden. I also studied Economics at the IUI University in Uganda.

    I live in sunny Barcelona, speak 6 1/2 languages (learning Catalan buried my German) and believe that a great workplace is everyone’s job.

  • Bart Huisken Co-founder, CEO

    Bart is a High Tech Entrepreneur and a Product Marketing and Innovation Specialist. He holds a MSc in Electrical Engineering (TU Delft) with a specialization in Telecoms (UPC, Barcelona) and an MBA (INSEAD). From 1993-2000 he was involved in various product design, innovation, sales & marketing roles for Ericsson in Holland, Sweden and Australia.

    In 2001 he founded SouthWing, a pioneer of Wireless Headsets for mobile devices. Bart spawned a global team of 45 people with sales channels in 20 countries, reaching $17M in revenues in just 3 years. He has mentored various startups from the US and Europe and is a guest lecturer at EADA MBA business school. Co-founder of Selectionable. (+34) 622 593 380.

  • Rafael Del Valle Co-founder, Chief Solution Architect

    Rafael is a High Tech Entrepreneur and a Software Product Specialist. Rafael holds a Masters Degree in Computer Science, with a specialty in Artificial Intelligence / Fundamental Speciality (Granada). He built and sold his first Software Product 21 years ago at the age of 16.

    Rafael has built Software Product and Services for companies like Reuters (UK), Financial Times (UK) and TIBCO Software (US).

    In 2001, he founded VIDA Software in Barcelona, a software venture specialized in multimodal user interfaces for mobile devices. VIDA Software products were recognized as best in class by Symbian, Vodafone and Telefonica’s Executives. In 2009, VIDA’s intellectual assets were licensed to key market players.

  • Juan Carlos Olabarrieta Advisor

    Juan Carlos joined Towers Watson in 1994 in the Human Resources consulting practice in Madrid. He was a Principal between 2001 and 2012. He’s managed projects as employee engagement, performance management, talent management, rewards and communication. He is the founder of Cariren, a HR consultancy.

    Juan Carlos holds a Master’s Degree in Organizational Psychology from Columbia University, New York, a major in Psychology from the Deusto University, Bilbao, and a minor in Journalism from the Basque Univerity, Bilbao. He has worked with big companies such as Repsol, Endesa, Telefónica, Gas Natural and Iberdrola.

    Prior to joining Towers Watson, he lead the Human capital practice at Hewitt Associates, and worked as a HR consultant at Andersen Consulting.

  • Ruth Brännvall Advisor

    Ruth is co-founder and CEO of Impact Invest Scandinavia, the first investor network in the Nordics focused on triple-bottom investments. The company works with investors, as well as growth companies to develop stronger teams and better products.

    In the past, Ruth has worked with Virgin Group to ignite social innovation in Africa, established an innovation fund for the Swedish development agency and many other clients who wish to invest with a social outcome. Her former career was is in media and telecoms, in senior executive positions for Yahoo!, Orange and other global brands.

    She holds an MBA from Warwick Business School (UK) and is pursuing a PhD at KTH, Royal Institute of Technology (SE).

  • Cecilia Gannedahl Advisor

    Cecilia has 22+ years of experience in business development, sales, communication, and marketing, including 18 years in senior management positions. One common denominator for all assignments has been Change Management.

    She currently works as Communication & Employer Branding Manager at the IKEA Group HR. She previously worked as CEO at Springtime and as CEO at GCI Stockholm (now Cohn & Wolfe). As HR and Communications Director at Kungsleden, a company frequently recognized as one of the best workplaces in Sweden, she won several awards for high employee commitment. She is also a member of the Board at Kvadrat AB. She holds a Master of Science in Business and Economics. Cecilia uses communication combined with entrepreneurship to achieve business success and create strong corporate cultures.

  • Ludo Van der Heyden Chairman

    Ludo is a Professor of Technology Management at INSEAD Business School since 1988 where he’s also been co-Dean. Before joining INSEAD, Ludo was a member of the faculty at Yale University and at Harvard. He holds an Engineering Degree in Applied Mathematics from the UCL and a Ph.D. in Administrative Sciences from Yale. He is the first Honorary Professor of the Handelshochschule Leipzig, and Honorary Alumnus of INSEAD.

    Ludo is an Officer of the Order of Leopold (Kingdom of Belgium). He has published in journals such as Harvard Business Review, the European Management Journal, the Journal of Economic Theory, and the International Journal of Game Theory. Ludo provides Celpax with extensive expertise in Fair Process and Governance.

  • Arantxa Balson Advisor

    Chief Human Resources Officer at Accor.

    Arantxa has a track record of delivering complex transformation projects rapidly and operating successfully at a strategic level. She has operated in four major industry segments and having lived and worked across cultures in EMEA, North America and Latin America she has a deep understanding of 3 key different perspectives to global business: corporate, regional / BU and country.

    Arantxa’s achievements lie in the areas of leadership & organizational development, innovation and transformation. She works with a natural customer affinity and has strong communication skills, applying this to successful relationship building with key partners across the business.

  • Magnus Ling Advisor

    Magnus Ling has gone from an award-winning career in HR to a successful CEO. He is currently the CEO of the Swedish Tourist Association, where his highly strategic and forward-thinking personality is leading an organisation, founded in 1885, into the future.
    Prior to this Magnus was the CEO of the Swedish Industrial and Chemical Employers Association, that support its members in questions that concern the relationship between employer and employees.

    He has extensive experience as VP HR for international companies like Scandinavian Airlines, where he was awarded HR-Director of the Year. At AstraZeneca he held a global HR function within Supply & Manufacturing, and at Statoil he worked as HR Director for nine years. Magnus has a master’s in marketing from the University of Lund, Sweden.

  • Paul Hartong Advisor

    Paul has a post-bachelor degree in business management, a solid (+30 years) international experience – mainly in the area of Logistics and Supply Chain Management – and excellent communication skills.

    He worked at Epson for more than 7 years in various positions in Business Performance Support for both Supply Chain Management and Customer Service at the Epson EMEA HQ in Amsterdam where he also had responsibility for Epson HR EMEA Training and Personal Development. In this role, he developed, coordinated and delivered various international executive learning programs. He’s also worked at Canon, Apple, AT&T and Philips.

    Paul is founder at Peopleforest, specialized in training, consultancy and organizing seminars.

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How we make this world a little better place…

Our Purpose: Engage the global workforce!

Our Vision

We believe in a world where working can be fun and fulfilling while delivering top performance.

Our Mission

We create solutions to help people get more involved at work. We spread these throughout the world.

Our Values


We believe in making a global difference and solutions accessible to everyone.


We believe positive energy drives team success; we love to get involved and contribute.


We innovate by looking from different angles, thinking simple, and pursuing our dreams.


We always challenge ourselves, because change starts from within.

Our Social Impact

Celpax is a for-profit aiming to create a social impact