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Ivona Baxter has a diverse work experience spanning various roles and industries. Ivona currently serves as the Head of SEO at Angling Direct PLC, where they lead a team and focuses on optimizing website visibility and generating organic traffic. Prior to that, Ivona was a business owner of VIIEM, specializing in dynamic and creative marketing. Ivona also took a break to fulfill domestic responsibilities as a household CEO and child development director. Earlier in their career, Ivona worked as a project manager at the internet marketing company and completed an internship at Bug Interactive.

Ivona Baxter attended Anglia Ruskin University from 2008 to 2010, where they pursued a degree in International Business Strategy. In addition to their formal education, they have obtained various certifications in fields such as SEO, competitor analysis, content creation, and marketing. Some of the institutions they received certifications from include HubSpot Academy, Semrush, BrightTALK, LinkedIn, Udemy, and Google. Notably, in 2015, they obtained the HubSpot Inbound Marketing Badge from The ADBL (Academy of Digital Business Leaders).