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Gus Swan has a varied and extensive work experience in the technology and media industry. Gus began their career at Emap as a Magazine Editor and then served as Site Manager. Gus then moved on to Emap PLC, where they worked as a Business Analyst and later as a Technology Director for MCN. After that, they joined Bauer Consumer Media as the Head of Technology BCM, where they were responsible for digital product development, enterprise architecture, and technical innovation. Gus also managed team leaders in Product Management, Development, and Information Design. Gus then joined HarperCollins Publishers as the Digital Technology Director before being promoted to the role of Enterprise and Digital Technology Director at HarperCollins Publishers UK.

Gus Swan obtained a BA Hons degree in English literature and language from the University of Glasgow between 1988 and 1992.