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Liz Lamb has over 30 years of work experience in customer strategy, customer experience, and insight consultancy services. Starting as a Strategic Planning Executive at Prudential Assurance in 1988, they moved on to roles such as Head of Customer Strategy & Insight at Dixons Retail and Director at Black Lamb Ltd. Liz'sexpertise includes customer segmentation, brand management, and developing customer insights to drive strategic plans and direction. Most recently, they served as the Head of Player Insights at Camelot since 2016.

Liz Lamb completed their A Levels and O Levels at Tuson College & Broughton High from 1981 to 1984. Liz then went on to earn a BSc Hons in Ergonomics from Loughborough University from 1984 to 1987.