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Rupa Parekh is a seasoned UX professional with a diverse background in design and strategy. Currently serving as Lead UX Strategist at Hexagon AB since July 2024, Rupa previously held the position of UX Lead at Phantom from December 2022 to July 2024 and led UX/UI design initiatives at Merkle EMEA from November 2020 to December 2022. Earlier experience includes roles as UX Designer and Designer at Spark44, and a Conceptual Design Intern at N2O Limited, where Rupa developed immersive experiences. Rupa started the professional journey as a Creative Intern at WAA Chosen and has experience in sales and visual merchandising through positions held at Fossil Group, Inc. and Sapphire Jewellers. Rupa holds a degree in Graphic Arts, Graphic Design from Buckinghamshire New University, complemented by earlier education at Coventry College and King Henry VIII School.