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Gideon Lask is the Founder and CEO of buyapowa, a role held since January 2011, where emphasis is placed on modernizing referral marketing. Prior experience includes serving as Senior Vice President of E-commerce at Universal Music Group from November 2008 to February 2011, focusing on direct-to-consumer retail for a major music company. As Managing Director of HMV.com and E-commerce Director at HMV from August 2004 to November 2008, Gideon transformed HMV into a multichannel retailer with significant online growth. Earlier roles include Managing Director at LetsBuyIt.com, leading one of Europe's prominent online retailers, Management Consultant at Cap Gemini Ernst & Young with a focus on eCommerce and Strategy, and Sales Consultant at Reuters plc. Educational background includes a degree in Business Studies from the University of the West of England.