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Antonella Sassu is a highly experienced creative and UX professional currently serving as the Creative Workstream Lead for the Curated Experience initiative at King, where responsibilities include leading creative efforts and managing player lifecycle experiences. Previously, Antonella held roles such as UX Lead for monetization at Candy Crush Saga and Acting Head of UX at NaturalMotion - Zynga, where the UX department was established under Antonella's guidance. A foundation in user experience design was built through prior positions at IBM Interactive Experience, Vodafone Group Services, and various other organizations, complemented by educational achievements in Communication Science, Interaction Design, and Graphic Design. Antonella is proficient in leading cross-functional teams, implementing design processes, and mentoring emerging designers while maintaining a focus on delivering optimal user experiences.