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Sam Baro has held various leadership positions throughout their career. Sam started in 2005 as a Sales Manager at Pauwels Consulting before transitioning to Sword Technologies in 2006, where they served as a BU Director until October 2007. From there, they held CEO roles at multiple companies including IT-Planet NV, HR-Planet, PLANET Group, ZÂÜÀòÂÒÂ× Magazine, and X-Care. In 2016, they became the Managing Director AP at Sonitron, a position they held until January 2019. In 2018, they also took on the role of CEO at Amicimi until December 2020. Currently, they are the CEO of Well Played, a smart video company, a position they have held since January 2019.

Sam Baro attended Ghent University from 1995 to 2000, studying Bedrijfspsychologie (Business Psychology).