Josefina Rickardt is Head of Analytics, Marketing and Consumer Revenues at Expressen, a Swedish multichannel newspaper with a weekly reach of 66% of the population in Sweden. Expressen is the most data informed newsroom in the Nordics, with visitors coming from all over the world to study its transformation from a legacy media house to a digital multichannel media house in the forefront of TV and analytics. Josefina is in charge of analytics, marketing and consumer revenues originating from selling newspapers in stores all around Sweden and from a digital subscription service launched in december 2018 which now has over 70 000 subscribers. Josefina has been with Expressen for six years and worked previously at Swedish start up Sticky, an eye tracking and emotion measurement platform, and has a bachelor of science from Stockholm School of Economics. bachelor of Science from Stockholm School of Economics.