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Ilayda Gumus is a seasoned professional in analytics and customer insights, currently serving as the Director of Customer Insights & Analytics at FARFETCH since October 2018. With a robust background that includes roles such as Director of Analytics & Growth for EMEA and Head of Analytics and Marketplace Growth, Ilayda has focused on the Middle East, Russia, and CIS regions. Previous experience includes serving as Digital Analytics Manager at Al Tayer Group and Business Intelligence Manager at Delivery Hero. Ilayda's career began in marketing with Rocket Internet GmbH and included a significant tenure at Pfizer as a Business Intelligence Project Manager. Ilayda holds a BA in Economics from Boğaziçi University, a BA in Economics and Business Studies from Humboldt-Universität zu Berlin, and is currently pursuing a Master’s degree in Applied Neuroscience at King’s College London.