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Liam McAllister has a strong background in marketing, with extensive experience in various leadership roles. Liam started their career as a Marketing Assistant at School Trends Ltd in 2005 and worked there for two years. In 2007, they joined Swatch Group as a Marketing Executive for ck Calvin Klein watches & jewelry, where they stayed until 2010.

From 2010 to 2017, Liam worked at Bulova, initially as a Marketing Manager and then as the Marketing Director - EMEA. During their time at Bulova, they successfully launched the brand into the UK market, achieving a high brand awareness and significant market share growth through strategic initiatives and partnerships, including one with Manchester United.

In 2017, Liam joined Fossil Group, Inc. as the Head of Marketing - UK, overseeing marketing operations for the UK market. Liam subsequently took on additional responsibilities as the Head of Marketing for Northern Europe, and later, the Head of Marketing for the UK & EMEA Distributors. Currently, Liam holds the position of Head of Marketing - Northern/Central Europe & Travel Retail at Fossil Group, Inc.

Liam McAllister obtained a BA (Hons) degree in Business Studies with Marketing from Sheffield Hallam University in the years 2004 to 2007. Liam also has several additional certifications, including ones in Design Thinking, Individual Agility, Digital Ethics, Data Driven Decisions, Growth Mindset, Inbound, Coaching in Action, Digital Transformation, Fundamentals of Product Management, and The Living Leader.