She helped launch Uber in her native Sweden, then served as Away’s Director of Brand Marketing before opening her own marketing agency. There, she learned the limits of being a consultant (good ideas without good execution are meaningless), and decided to focus her efforts on something she could lead from beginning to end. Babba shares how her journey led her to found Ceremonia, a clean hair care line rooted in Latinx heritage, and the pitch that earned her a $10 million Series A. 

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