Hilde Watne Frydnes is Head of Product at Edinburgh-based start-up Mallzee. Mallzee has developed a shopping app that is particularly popular with 13 to 25-year olds. With over 1.5 million downloads, Mallzee generates hundreds of thousands of data points every month, helping retailers and brands understand user behaviours, preferences and trends. Mallzee set out to change online shopping for users, using cutting-edge technology, innovation and user research to provide a world-class multi-retailer shopping experience. With deep insights from behavioural data, Mallzee is now helping leading retail brands improve their strategic decision making, changing retail for good.

Hilde Frydnes has worked in tech and travel for over 10 years. She started her career working with search advertising at Google’s EMEA headquarter in Dublin. She was Head of Paid Search and later Product Manager at Skyscanner for 3 years during some of the early years of growth, before leaving to travel in Australia & New Zealand, and setting up her own marketing & strategic consultancy. Hilde has also worked with marketing and audiences at Macs Adventure, an active holiday specialist based in Glasgow, before joining Mallzee in 2017. Hilde believes that if you put the user first, everything else will follow – although you have to work hard to get there!