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Mick Baber is a seasoned leader in digital data optimisation and performance with extensive experience across multiple organisations, currently serving as General Manager for Digital Performance & Optimisation and Research, Data & Insights at Chartered Accountants Australia and New Zealand since October 2016. With a strong foundational expertise in research, conversion rate optimisation (CRO), user experience (UX), search engine optimisation (SEO/SEM), and digital analytics strategy, Mick has successfully built and managed teams while driving performance growth and establishing a data-centric culture. Previously, Mick held various analytical and managerial roles at NRMA Motoring & Services, focusing on digital data strategy and analytics implementations. Mick's career began in product management roles at Powerlan Systems and Firmware Design Pty Ltd. Mick's educational background includes studies at Western Sydney Institute of TAFE and the Australian Institute of Fitness, among others.