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Sam Price has been working in the business world since 2016. Theirfirst role was as Co-Founder of The Bar Bros. Sam then moved on to Brunning and Price Ltd, where they worked as a Roving Assistant Manager. In 2018, they became a Customer Success Manager at dotdigital. In 2019, they took up a role as Customer Contract Management Executive at Canon EMEA, and also founded Alyve, where they are currently the CEO.

Sam Price attended Reigate Sixth Form College from 2012 to 2014. Sam then went on to the University of Portsmouth, where they obtained a Higher National Diploma in Business in 2016 and a Bachelor of Arts in Business, Management, Marketing, and Related Support Services in 2018. In 2019, Sam began studying for a CIM Level 4 Professional Digital Marketing certificate at the Chartered Institute of Marketing, which they are still pursuing.