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Asha Amster currently serves as the Chief Transformation Officer at Merlin Entertainments since September 2023. Previously, Asha held the position of Chief Operating Officer at Baby Cow Productions Ltd. from August 2020 to September 2023, where responsibilities included leading multiple business functions and generating revenue through various financial strategies. Asha has also worked as a Change Consultant at BBC Studioworks and BBC Studios, focusing on commercial business cases and digital customer journeys. Asha's experience extends to executive coaching at AMSTER CONSULTING AND COACHING and consultancy roles at NBCUniversal, Fox International Channels, and A+E Networks. Asha's educational background includes a First Class Honors degree in Media and Cultural Studies from the University of Birmingham and several coaching accreditations.