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Sam D. has extensive work experience in the retail and consulting industries. They started their career at Accenture in 2005 and worked as a Senior Manager until 2014. In 2014, Sam joined Aldi UK as an Ecommerce Director and later became the Group Ecommerce Director in 2018. They held this position until May 2022 when they moved to Card Factory as the Chief Digital Officer.

From 2000 to 2004, Sam D. attended the University of Birmingham, where they pursued a degree in Computer Science / Software Engineering. Sam'sfield of study was Computer Science.