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Merlin Iles-Jonas, MBA, CCXP, currently serves as the Director of Customer Support and Head of Customer Experience for EMEA at Avalara, where leadership of a team across the region focuses on optimizing performance in alignment with corporate strategy and operational KPIs while enhancing customer service. Previous roles include Head of Customer Services for Bupa Global Asia Pacific, where efforts were directed at expanding the customer base in key markets, and Service Manager at Bupa, alongside a career at Just Group plc as Customer Service and Sales Manager, where significant legislative changes were implemented. Early experience includes managerial roles at American Express and a position at EDF Energy. Iles-Jonas holds an MBA in Leadership from the University of Brighton, a diploma in Hypnotherapy and Psychotherapy, and a degree from Middlesex University.