ceo

Depict was founded in 2019 with the vision to give every e-commerce brand access to Amazon-level AI capabilities. AI talent Oliver Edholm attracted global attention, leading to a USD 17 million Series A round in 2021 led by Tiger Global with participation from Initialized Capital, EQT Ventures, and others.

Depict enables mid-sized brands to deliver world-class shopping experiences. The product suite today consists of merchandising, discovery, and now GPT Search
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bringing conversational, expressive, AI-driven storefront search to market across several platforms. The company stands at a pivotal moment. This is a chance to shape an ethical, relational and commercially strong SaaS business in the age of AI.

Depict aims to become the number one partner, relationally speaking, in e-com. The primary focus is the Nordic market. Our mission is to create awesome front end experiences and aggregate and relieve as much tech headaches as possible for our customers in fashion and beyond.

Depict aims to do this ethically grounded, powered by relationship and committed to providing customer value. We put people first - employees and partners alike - our aim is an awesome culture where people thrive and we create excellent value.

The Opportunity Ahead
Depict is focused on growth with sound profit margins. We deploy capital responsibly - not towards land grab strategies. Depict's ethical commitment is summed up in the acronym ANTA, we care about: Addiction - Nature - Team - AI Safety. We track these pillars to support our ethically aligned growth into a lighthouse AI first company.

Product
Depictai AB has two promising product suites. The immediate challenge, and opportunity, is to find out how they support and complement each other in terms of teams and product offering. Depictai aims to take a position at the frontier of redefining what AI powered products suites can do for e-commerce.

• Shopify (SaaS): A scalable product suite for mid-market fashion e-commerce brands. Including a GPT Search product.
• Foundation (Tech-backed Services): A tech/product-backed services business with a strong anchor in the Nordic market especially on Centra (e-com platform).

Synergies should not be engineered, it is about creating conditions, structures and governance that aligns stakeholders towards maximum value.

The role
The role consists of redefining and restarting an exciting, values and ethically aligned growth motion for Depictai. Creating value for the company, its investors and customers.

Core responsibilities in the short term:

• Reset: Stabilise the organisation post-transition: drive sales, recruit team, and reduce consultant dependency.
• Commercial discipline:
• Expand Foundation profitably in the Nordics. 12-month Ambition: 2-3x revenue.
• Ensure maximal value for Shopify suite
• Governance & finance: Operate with full transparency, separate P&Ls, and tight budget discipline. Work with the board on recapitalisation.
• Culture building: Reset team culture toward ambition, transparency, and responsibility; create an environment where people thrive and grow.
• Ethical leadership: Embed the ANTA framework (Addiction, Nature, Team, AI Safety) into strategic and day-to-day decisions.

The CEO we're looking for is pragmatic, commercially sharp, and curious about breaking new ground. This is about building strong businesses that leverage the vast opportunity the AI disruption of Saas will entail, with clarity, discipline, and strong foundational ethics.

Candidate Profile
Essential

• Commercial/Operator mindset: driving profitable growth through utilisation, margins, and delivery.
• Investor credibility: able to communicate clearly, support recapitalisation, and build board trust.
• Skilled in recruiting and culture building, attract A grade team.

Preferred

• Experience with SaaS growth (ARR scaling, pricing, unit economics).
• P&L ownership in Saas, services or hybrid business
• Exposure to taking software/technology backed services into a go-to-market model.
• Background as GM/COO/CCO; senior product/tech leaders considered if commercially accountable.

Style & values

• Pragmatic, commercially sharp, execution-focused.
• Delegative but accountable — empowers teams while ensuring results.
• Aligned with Depict's ethical compass (ANTA)
• Views disciplined, responsible growth as a strength.

Success in 12–18 months looks like:

• Financials/operations
• Foundation running at 55-60% Gross Margin, expanding Nordic market share.
• Shopify SaaS high growth with healthy unit economics.
• Healthy motion for deploying capital towards tech/market opportunities from Series A that drive potential venture scale outcomes in the business as a whole.
• Leadership team in place; consultants reduced to non-core roles.
• Company recapitalised, governance cadence established, and equity incentives in play.
• A reset culture: ambitious, transparent, responsible.

Compensation

• Salary benchmarked against Nordic Saas/tech start-ups of similar size.
• Equity / options vesting and tied to commercial milestones
• Cash bonus tied to commercial milestones.