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Gema Sánchez de Lozoya serves as the Optimization Lead at Atida since February 2022, where responsibilities include aligning optimization efforts with product teams and driving experimentation. Since May 2023, Gema has been a Professor in Customer Experience and Innovation at European Business Factory, focusing on human-centered design and innovative frameworks for enhancing customer value. Previously, Gema held the position of Head of Customer Experience at Dosfarma, concentrating on customer journey analysis and UX strategy. Gema's extensive background includes roles such as Customer Experience Manager and Marketing Product Manager at Neck Child S.A., and various positions in account management and journalism. Gema holds multiple degrees, including a Master's in Conversion Rate Optimization from KSchool and a Master's in Political, Institutional and Business Communication from Universidad Complutense de Madrid.