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James is responsible for Victor's global P&L oversight and ensuring that the consumer and commercial objectives and respective KPIs and monitoring functions are correctly set and met across the organisation. In addition, he is responsible for the brand and marketing team, leading business transformation and driving cross-departmental efficiencies. James has a background in corporate finance advisory for TMT ventures and was involved in securing early-stage financing for Victor in 2010. He joined in 2012 as the first Head of Product, to help shape the business' consumer and trade offerings, and has also served as Head of CRM, Head of Data and Head of Strategy & Planning over his time at Victor.