Bobby Edmundowicz has a long track record in sales leadership roles at a variety of software companies.

Gelato currently operates in 32 countries and targets the fast-expanding “creator economy” with its on-demand production platform that connects with local print providers.

It works with more than 130 production partners around the world.

Founder and CEO Henrik Müller-Hansen commented: “With an expanded product portfolio and software services for creator customers, as well as a focus on amplifying our software for production partners, Bobby’s unique experience within sales operations and growing SaaS companies, will help us accelerate our growth.”

Gelato aims to expand its presence in the huge US market, and the firm said that over the past year it has more than doubled its customer base, set up a new US HQ in Atlanta, and onboarded 12 new US production partners.

Of his new role, Edmundowicz said: “The organisations where you make the biggest difference are the ones where you believe in the mission.

“As soon as I learned about Gelato and met the team, I was all in. I look forward to working with our customers to identify opportunities to grow their businesses. When our customers succeed, all our partners and stakeholders do, too. And, local businesses and the planet benefit as well.”

Last month Gelato added embroidered apparel to its product range, describing it as a natural fit with its model.

The Oslo-headquartered business also owns consumer brand Optimalprint, which is focused on personalised photo gifts.

Gelato’s UK office is in London.