Annicka Lofstrand Cruciata

Grapevine is an AI- powered, digital personal assistant, providing business travellers the right personalised options at the right time in their journey.

Pavilion is a private member, invite-only, organisation consisting of top senior commercial leaders around the world. Our community is designed to support the professional development of revenue leaders at high growth companies, facilitate the sharing of best practices and serve as a trusted community where members can openly discuss business-critical issues with the comfort of privacy and confidentiality.

Leading a team of high-performing AI Solution Sales Specialists and Surface Specialists, responsible for new business revenue and driving adoption of Microsoft AI Workforce products (formerly Modern Work & Security) to Enterprise clients across Retail, Consumer Goods, Travel and Hospitality.

As the first senior leader of Ally.io outside Seattle HQ, I successfully led the sales and growth strategy for the company in the EMEA region. The company was acquired by Microsoft in 2021 and my role shifted to transferring our people and assets, integrating our OKR software into the Microsoft Viva Platform. - Managed a diverse, distributed team of Sales and SDRs. - Direct sales efforts targeting key roles, including Chief of Staff and CIO, to drive strategic alignment. - Advanced a PGL growth motion by combining data insights, usage analytics, and sales‑assisted outreach to accelerate deal velocity. - Championed the adoption of OKR methodologies, empowering organisations to achieve their strategic objectives effectively.

Responsible for driving new business and revenue growth across Northern Europe for the Neo Technology division. Led a cross-functional team of Enterprise Sales, Technical Pre-Sales, Account Management, Partner Management in close collaboration with Marketing, Product, CSM and RevOps. Led DACH and Nordic new market expansion, establishing local Sales teams driving local revenue

In my role, I led the vision and execution of the Supplier Marketplace (SMP), a groundbreaking platform that standardised travel content distribution. By collaborating closely with Product, Engineering and Supplier teams, I ensured a seamless integration process for content suppliers. SMP not only improved the shopping experience for Neo T&E clients but also turned a cost center into a revenue-generating asset for the company and was an instrumental part of the Amex GBT acquisition, today the key platform delivering content to multiple channels including OBTs, mobile apps and GBT travel counselors to create a consistent experience across all channels and geographies.

Spearheaded early commercial initiatives to drive UK and international growth through strategic partnerships and channel sales. Developed and implemented a comprehensive partner and reseller strategy, achieving 30% annual growth in partner sales revenue. Successfully negotiated and secured long-term strategic partnerships with leading TMCs, travel and expense partners across EMEA and the Middle East.

As one of GetThere's first Sales Executive's in the region I was part of a team building and establishing GetThere's early presence and position in EMEA. Enterprise Sales primarily to multi-national UK and EMEA Fortune 500 accounts. Led entire sales cycle from prospecting, pipeline development, RFP responses, value proposition, commercial presentations, contract negotiation, including coordinating and collaborating with various internal departments to close complex, multi-stakeholder, Enterprise deals. Awarded 'GetThere Sales Manager Of The Year' multiple times for outstanding achievements, exceeding annual sales targets.

Nettec PLC was one of UK's first ecommerce companies, playing a significant role in the early days of online business. The company was listed on FTSE in 2000. In my role as Consultant to Travel and Financial Services providers I delivered digital transformation projects on client sites, shaping technology platform strategies and translating complex requirements into robust, value‑driven solutions.