Iren Tranvaag is the CEO of Nordic Initiative, an association established in 2022 by leading Nordic retailers to transform the retail landscape through collaboration. Leading the initiative, she unites industry leaders to enhance customer service, streamline operations, and drive innovation. Passionate about fostering synergy and impact, Iren spearheads joint efforts that push boundaries and deliver measurable results. Before this role, she worked in banking and finance, advising top Nordic banks on strategic positioning.