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Ally McDermid is a results-oriented professional with over 10 years of experience in Analytics and Optimization, currently serving as the Manager of Strategy & Analytics at HBF Health since June 2021, where key strategy projects include Distribution Strategy and Customer Lifetime Value Modeling. As the Founder and Principal Consultant of Step-Up Analytics Australia, Ally delivers exceptional consulting services specializing in Digital Analytics and Customer Insights. Previous roles include Digital Optimisation Manager at Water Corporation and Senior Analytics Consultant at Digital Balance, with a strong background in customer intelligence and data-driven marketing strategies. Ally holds an MA in Digital Marketing and a BA (Hons) in Business Administration from the University of Portsmouth.