In 2021, Pelle joined ZeroNorth from Boston Consulting Group (BCG), where he was a Partner and focused on large-scale data democratisation efforts. Before his role at BCG, Pelle was Chief Data & Analytics Officer at IKEA. Pelle has brounght to ZeroNorth his experience gathered from working in innovative start-up environments that became highly valued household brands. He was Head of Product at Swedish fintech company Klarna and was a co-founder of exercise and fitness platform Strava during both companies’ rapid growth into their respective markets. In Zero North, Pelle is currently Chief Product & AI Officer.