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Lawrence Roycroft is an accomplished professional with extensive experience in sales and commerce across various sectors. Currently serving as the Director of Commerce EMEA at Blue Yonder since May 2022, Lawrence emphasizes the critical integration of e-commerce with logistics and warehousing. Prior roles include UK & Nordics Sales Lead at Fluent Commerce, where a focus on omnichannel strategies helped enhance customer experiences, and Retail Practice Sales at Sitecore, which centered on delivering personalized brand interactions. Lawrence has held key positions at Marketo, Oracle, Artesian Solutions, Sift Media, IntaPeople, and Arcedia Direct, showcasing a strong background in marketing automation, enterprise applications, and sales intelligence. Educational achievements include a Bachelor of Science in Sport and Exercise Science and completion of a Social CRM Strategies seminar.