Meet The Team: Angelica

Hi Angelica! Can you tell us a bit about who you are and your professional background?

What kind of work have you done before, and what led you to join Edda?

I’m a bookworm at heart, disguised as a project manager. My entire professional life has been spent in the book industry, mostly at Storytel where I’ve had several different roles over - everything from customer support to content manager, to prioritizing the tech team’s backlog and running large, cross-market projects.

I love creating structure and am a big fan of to-do lists. When I left Storytel at the end of 2024 I wasn’t entirely sure what my next step would be. But when Sofia Svärdh reached out to me it was a no-brainer. Getting a chance to continue working in the book industry, together with amazing people I’ve gotten to know over the years at Storytel - could there be anything better?

What’s your role at Edda, and what does a typical day look like for you right now?

One of the perks of joining a startup is the opportunity to be involved in many different areas - and most importantly, to learn from colleagues with different expertise across teams. This means my role is very broad right now: answering support emails, testing the product and generally contributing wherever makes sense.

My title is Commercial Project Manager and I spend most of my time talking to publishers about Edda - how it can benefit them - as well as thinking about which features and functionalities would help both publishers and authors gain better insights into their day-to-day work. And yes, I also spend a fair amount of time creating to-do lists.

“What stood out to me was how long it can take for authors to get any real insight into how their books are performing and how rarely most of them are actually paid.”

What has surprised you most about working on Edda so far?

After spending so many years in the book industry, it sometimes feels like very little can truly surprise me anymore. But what has stood out while working with Edda is just how long it can take for authors to get insights into how their books are performing and how seldom most of them are paid.

For the majority of authors, royalties are paid only once or twice a year, and until they receive their royalty report, they often have no real understanding of how their books are selling. Unless they actively reach out to their publisher which many hesitate to do, because they don’t want to feel like they’re “bothering” them. They’re left in the dark.

After being part of the Edda team for about six months, I’ve also seen the other side of this. When authors are given transparency and access to real insights, the level of engagement and excitement is striking. Seeing how empowering that knowledge can be has been a powerful reminder of why transparency and accessible data matter so much and why the problem Edda is trying to solve is very real.

Being part of changing that by giving authors access to insights and helping them understand what those insights actually mean — feels so meaningful to me.

What part of Edda’s mission or product feels most meaningful to you personally?

Did I mention that I’m a big fan of data? If not - I really am. I’ve spent a large part of my career thinking about data: how to visualise it, how to make it easier to understand, and how to turn it into something useful. That Edda’s mission is to increase transparency in the book industry aligns perfectly with this.

The fact that authors often have so little insight into how their books are actually performing has always felt a bit crazy to me. Being part of changing that - not only by giving authors access to insights, but also by helping them understand what those insights actually mean for them - feels so meaningful.

It’s also important to me that publishers and authors know what to do with the data they have access to, rather than getting more data for data’s sake. I’ve seen many cases where people ask for “more data”, but when you ask what they plan to use it for, there’s no clear answer. With Edda, I’m excited about helping publishers and authors not only understand the data, but also act on it in a way that makes a real difference.

Outside of work, what tends to inspire the way you think or build?

I live in a tiny village in Skåne, where I have become quite involved in the local community. I’m part of the social committee that plans evens in the village, and I’ve also started both a book club and a sewing circle.

The main reason I wanted to do this was simply to make sure I spend time on things I enjoy - talking about books, planning events, and crafting. What I didn’t fully realise at the time was how much I would value the conversations that happens in these settings. All three groups consist of different people with different backgrounds and experiences, and now I regularly get to talk to clever, funny people (mostly women) about not only books and crafting but all sorts of things. Those conversations inspire me, help me learn, and broaden the way I think.

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At its core, Edda is about changing the game for authors and publishers. We are here to introduce a solution that directly addresses the financial challenges authors and publishers face, reshaping the publishing landscape for the better.

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