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Pete James has a diverse work experience spanning over a decade. Pete started their career as a Contact Representative at CIMA, handling queries and complaints while also improving service. Pete then moved on to Bauer Media, where they worked as a Radio Presenter for The Hits Radio. Pete later joined Awin Global as a Key Account Manager, overseeing TalkTalk's Affiliate programs and achieving record trading periods. Pete also co-founded Ruumi, where they played a pivotal role in areas such as on-site content, user experience, user acquisition, commercial partnerships, and SEO strategy. At Picturesmith, they worked as a New Business Manager, focusing on new business, website optimization, and content creation. Pete then joined Atkins & Duffin Content Ltd as an SEO Content Writer and later took on the role of SEO Content Management/Editing, proofreading and editing SEO content articles. Pete continued their career at Groupon as the Head of Affiliates and later joined RevLifter as the Growth Director and subsequently the Global Commercial Director. Currently, they serve as the Chief Customer Officer at BrandSwap.

Pete James attended Nottingham Trent University from 2007 to 2010, where they obtained a Bachelor of Laws (LLB) degree. Pete then attended Nottingham Law School from 2010 to 2011, acquiring a postgraduate Master's degree in Law (LLM) focused on the Legal Practice Course (LPC).