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Aidan Mark currently serves as the Media Science & Strategy Director at Bicycle since August 2023, focusing on data, strategy, and measurement. Previously, Aidan held the position of Global Director, Performance Strategy at Control v Exposed from April 2021 to August 2023, leading strategy and marketing effectiveness for clients such as GoCompare and Ice Travel Group. Prior experience includes roles as Group Planning Director & Head of Effectiveness at VCCP, where Aidan managed integrated media planning for key clients like O2 and Domino's Pizza, and as Head of Performance Planning at Havas Media Group, where a value-based planning approach resulted in significant sales uplift for EDF Energy. Aidan began a career in digital performance strategy at Arena Media UK and was one of the founders of the UK's first lead generation affiliate network. Aidan holds a Bachelor of Arts in Geography from The London School of Economics and a Master's degree in Marketing Communications from Bournemouth University.