Nordic.Partners CEO Sara Hägge has been featured in iGaming News’ “Ladies Who Launch”, sharing her journey into the industry, her approach to leadership and the mindset that has shaped her career.
In the feature, Sara spoke about her path from affiliate management to becoming CEO of Nordic.Partners, what she has learned from working across different areas of iGaming, and why taking responsibility and continuing to move forward have been central to her career.
From Affiliate Manager to CEO
Sara entered iGaming as an Affiliate Manager after starting her career in marketing and communications. She progressed from junior to senior roles before moving into CRM and later becoming Head of Acquisition.
Each position gave her a broader understanding of the business, but becoming a CEO was never part of a predetermined career plan.
“Becoming a CEO was never the plan. I’ve always been goal-oriented and drawn to solving problems and improving things, so I simply kept taking on whatever needed to be done. The titles followed the work.”
Today, as CEO of Nordic.Partners, Sara is responsible for ensuring the business is moving in the right direction, hitting its targets and creating the right conditions for the team to succeed.
A Hands-On Approach to Leadership
In the interview, Sara also described herself as a hands-on and naturally curious leader who likes to question existing ways of working and look for opportunities to improve them.
For her, leadership comes down to taking responsibility, making decisions and bringing out the best in the people around her.
That approach has also shaped the way she has developed throughout her own career. Rather than following a perfectly mapped-out plan, she has continued to take on new challenges and step into unfamiliar roles.
“I’m proud of that journey — and of never being afraid to step into something new before I had all the answers.”
Taking Responsibility for Your Own Direction
Asked what advice she would share with others, Sara focused on taking ownership of your own choices and direction rather than comparing your progress with other people.
“Make sure you’re in the driver’s seat of your own life. Take responsibility for your choices, your actions and where you want to go.”
She also spoke about accepting that not every decision will be the right one. What matters is taking responsibility for it, learning from it and continuing to move forward.
As Sara explained, this mindset has been a consistent part of her career: making the best decision possible with the information available at the time and then taking responsibility for what comes next.
Read Sara’s full feature in iGaming News’ “Ladies Who Launch” here: https://igaming.news/news/2026-06-18/feature-igaming-ladies-who-launch.
