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Rob Davidson currently serves as the Head of Business Insight & Analytics at Personal Homecare Pharmacy Ltd since February 2024. Previously, Rob held the position of Head of Reporting at Smiffys from February 2022 to February 2024, where responsibilities included managing the company's BI tool, Power BI. From December 2015 to February 2022, Rob worked as the Head of Business Intelligence at AYMES, focusing on enhancing the analytics and reporting framework while also functioning as the Data Protection Officer and Caldicott Guardian to safeguard patient information. Prior roles include Lead Information Analyst at Interface Clinical Services from February 2013 to December 2015, where Rob led the informatics team and provided high-quality analytical support, and Commercial & Business Information Analyst at Healthcare at Home from October 2006 to February 2013, contributing to management reporting and sales forecasting processes.