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Laurence Guy has a long history of founding and directing ecommerce companies. In 2009, they founded We Are Pentagon, an award-winning service provider for brands and retailers who want to sell through online marketplaces globally. In 2015, they co-founded and directed Arcade Global, a global solution for brands and retailers that want to sell internationally via online marketplaces. Laurence also co-founded and directed Retail Without Borders, which removes the complexity of selling into new markets by providing insight and intelligence to empower and equip key decision makers. In 2017, they co-founded and directed both Hemi Connect, a global integration platform for online marketplaces, and Autofixa, which offers a robust suite of platform and service solutions for automotive ecommerce. In 2021, they co-founded and directed Warehow, a tech enabled ecommerce fulfilment solution, and exited their role as co-founder and director of ZigZag Global.

Laurence Guy completed an MA in Near and Middle Eastern Studies at SOAS University of London between 1998 and 1999. Prior to that, they obtained a BSc in International Relations and Political Science from the University of Birmingham between 1995 and 1998.