Management and board

Prior to taking on the position of Artasan’s General Manager, Mr. Gudmundsson was Marketing Manager of OTC medicine at Artasan. He has previously worked as a consultant at Accenture in London, England and as a Marketing Representative for Europe and Asia at ARRI in London, England. 

Mr. Gudmundsson holds an MBA degree and a BSc in international marketing from Reykjavik University.

Jón Björnsson is the CEO of Veritas. He has extensive experience in business management and transformation projects in Iceland and Scandinavia. Jón has previously served as CEO of Origo, Festi, Krónan, Magasin du Nord, and Hagar. He is currently a board member of Boozt AB, Ofar, and Dropp.

Fjölvar Darri Rafnsson is Chairman of the Board and a shareholder in Stöllar ehf. and Þyrluþjónustan ehf. He is also a shareholder in Wedo ehf., where he served as Chief Financial Officer from 2016 to 2020.

He was one of the founders of Alva ehf., the parent company of Bland, Heimkaup, Skífan, Hópkaup, and the payment platform Netgíró (2010–2016). Together with his wife, he founded Vatn og Veitur in 2010, which was later sold in 2017.

From 2006 to 2010, he was Managing Director of Pharma Investment B.V., a Dutch holding company owned by Milestone and the EBRD, which invested in pharmacy chains in Eastern Europe. Before that, he served as Assistant to the CEO at Degi Group ehf. and Managing Director of Office1 (2004–2006).

Between 2000 and 2004, he held various management positions at Lyfja hf., including HR and Operations Manager, and prior to that, he worked at Capacent in Iceland. He holds a B.A. degree in Psychology from the University of Iceland.

Karen Rúnarsdóttir is a Sales Specialist at Blue Lagoon Iceland. She has more than 20 years of experience in management, marketing and operations, having held senior roles at companies including Lyfja, Skeljungur, Krónan, Zara Iceland and Íslandsbanki. Karen brings extensive expertise in strategy, marketing, business transformation and digital development. She holds a B.Sc. degree in Business Administration from the University of Iceland.