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Ceri Balston has a diverse work experience spanning several industries and roles. Ceri is currently working as the Head of Experience Optimisation at Pipedrive since June 2023. Prior to this, Ceri co-founded Baobab Avenue in 2018, an ethical fashion start-up employing digital technology to transform the market. Ceri has also held roles such as the Head of E-commerce at RSA from February 2021 to June 2023, where they led teams in online trading, analysis, insights, content, and SEO for personal insurance products. As the Director of Digital Experience at Woven Agency from September 2020 to February 2021, Ceri focused on creating seamless digital experiences. In their previous roles as the Head of Digital and Head of Digital Strategy and Delivery at Scope, Ceri played a key role in the company's digital transformation strategy and was recognized for building an inclusive and award-winning website. Prior to that, they were the Head of Conversion at loveholidays.com, where they led online conversion and optimization efforts. Ceri's earlier experience includes roles such as Digital Optimisation Manager at Avis Budget Group EMEA, Head of Marketing and Senior E-commerce Manager at esure, and Owner/Founder of Harmonious Living and Salsanet Solutions.

Ceri Balston obtained a BA (Hons) degree from Anglia Ruskin University, where they studied from 1993 to 1996. Following that, they pursued a Postgraduate Certificate in Education (PGCE) from IOE - UCL's Faculty of Education and Society from 1996 to 1997. In 2001, Ceri completed an MA degree from SOAS University of London. Additionally, in June 2020, they obtained a certification in Growth Driven Design from HubSpot.