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Paul Sonneveld has a diverse and extensive work experience. Paul is the Co-Founder & CEO of MerchantSpring since July 2017. Prior to that, they served as the Executive General Manager at CatchOfTheDay.com.au from November 2016 to July 2017. Before that, they held various roles at Coles, including Head of First Choice Liquor from April 2015 to October 2016, Head of Coles Liquor Online and Direct from October 2014 to April 2015, Head of Health, Beauty, Baby from October 2013 to October 2014, Head of Home and Giftcards from September 2012 to October 2013, Head of Bakery from May 2010 to August 2012, and Head of Merchandise Space from October 2009 to May 2010. Prior to joining Coles, Paul worked at The Boston Consulting Group as a Project Leader from 2007 to 2009 and as a Consultant from 2006 to 2007. Paul also worked at Melbourne University Private as an Assistant to the CEO from 2003 to 2004, and at The Boston Consulting Group as an Associate Consultant from 2001 to 2003.

Paul Sonneveld earned a Bachelor's degree in Business Systems from Monash University, which they attended from 1998 to 2000. In 2005, they pursued a Masters of Business Administration (MBA) at INSEAD for a year.