Sofia Lund is the CEO and Co-Founder of Evogenom, a Finnish wellness technology company that turns genetic data into personalised daily health guidance. She took on the CEO role in November 2024, bringing over 25 years of brand building and commercial leadership experience across consumer goods and life sciences.
Her background covers two distinct worlds. Consumer brand building at scale, and deep science communication inside diagnostics and biotech companies. That combination is exactly what Evogenom needed as it moves from Nordic market operations toward international expansion.
A Career Built Across Two Worlds
Sofia Lund started her career on the consumer side. She spent two years at L’Oréal Finland managing in-store experience and visual presentation for L’Oréal and Maybelline, where she developed new concepts and grew the merchandising impact on revenue. She then moved to brand management at Transmeri, managing several key brands, launching new products, and working closely with sales and operations for five years.
From 2009 to 2015, she joined Fiskars Group as Global Marketing Manager for Fiskars Homeware, where her responsibilities included developing and executing the brand strategy and building a common marketing toolkit across all European markets. She launched Fiskars Homeware websites for 17 countries and worked on full portfolio package renewal and global in-store concepts. This was large scale, multi-market brand execution.
Eight Years at Blueprint Genetics
The Blueprint Genetics chapter is where Sofia Lund made her sharpest contribution to the life science space. She joined in February 2015 as Marketing Director at an early stage, with the mandate to build a brand from scratch, set up a marketing function, and create all customer touchpoints from digital platforms to sales support.
By November 2016, she had moved into the Chief Brand and Experience Officer role, sitting on the management team and owning the entire customer experience across marketing, branding, commercialisation, client services, communications, PR, and digital. She held that position through January 2023, spanning nearly eight years in total at the company.
When Quest Diagnostics, a Fortune 500 healthcare company, acquired Blueprint Genetics, Lund’s role expanded to Senior Director of Brand and Customer Experience at Quest Diagnostics, where she led the brand globally through the integration. She was a member of the leadership team through that transition, a period where maintaining brand consistency across a major acquisition is operationally demanding.
Founder Work and Advisory Roles
Alongside her corporate career, Sofia Lund has been building her own companies and advising others. In February 2019, she co-founded Oyama, a platform focused on emotional intelligence tools for personal growth and organisational development. She remains a co-founder there today.
In May 2023, she founded S Factor Company, through which she runs brand transformation projects for startups and established businesses, with a particular focus on life science companies. She also created the S Factor Kickstarter, an on-demand online program for entrepreneurs building brands from the ground up.
Her advisory work spans several biotech and tech companies. She has been an advisor and brand strategist at Avenue Biosciences since January 2024, where she worked with the founding team on strategy, brand, customer experience, and offering design. She also advises Solid IO and 180ops. Beyond advising, she coaches and mentors founders at Hanken Business Lab’s pre-incubation program and serves as a mentor at Herizon, a program supporting women in tech and entrepreneurship.
Since September 2024, she has also been a Startup Coach at Health Incubator Helsinki, coaching founders and teams in incubator cohorts on building brands from early stage innovations.
What She Is Building at Evogenom
Evogenom was founded in 2017 in Jyväskylä, Finland, in collaboration with researchers at the University of Jyväskylä. The company offers at home DNA kits that analyse more than 625,000 wellness related genetic variants covering nutrition, fitness, sleep, stress, and recovery. Results are delivered through an app alongside an AI wellness coach that connects genetic data with a user’s habits and goals.
Under Lund’s leadership, the company’s focus is scaling internationally across Europe and beyond, with women in perimenopause as a defined primary audience. The product line includes separate test tracks for women and men, covering areas such as energy and balance, nutrition and weight, movement and strength, and resilience and recovery.
Lund has been clear that scientific validation sits at the core of what Evogenom does. She has stated publicly that when it comes to understanding and utilising the human genome, evidence is non negotiable, and that all Evogenom products must be grounded in solid, validated data. That position is consistent with the standards she worked to the whole time at Blueprint Genetics, where clinical accuracy was a product requirement, not a marketing line.
Her academic background supports this. She holds an MSc in economics and business administration from Hanken School of Economics, where she studied marketing and law, and completed coursework in biosciences at the University of Helsinki with a focus on physiology, genetics, and microbiology.
For founders and operators tracking European health tech, Sofia Lund’s career at Evogenom is worth following. Explore more founder profiles in our Women in Tech section.
