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Ursula is a global award-winning seasoned technology and craft business executive. She is a visionary leader who cultivates teams that transform technology platforms, specializing in ecommerce, content/entertainment, product design and marketing. Her professional areas of expertise include; consumer technology, business strategy, content strategy, ecommerce and subscription revenue. She has also dedicated her time and passion to growing the craft market through her work on the boards of The Association for Creative Industries and Craft Yarn Council. Before joining Crafts Group in January 2020, Ursula led the digital innovation and marketing team as Senior Vice President at CSS Industries. Previously Ursula held the CEO role at Creativebug, a SVOD platform and led the acquisition of Creativebug by JOANN Fabric and Craft Stores in 2017. Additionally Ursula has held many leadership roles throughout her career at JOANN Fabric and Craft Stores and Future Media. During her tenure at Future Media she partnered with market leading clients including Microsoft, Sony, Nvidia and Best Buy. Ursula holds a Masters of Arts degree in business from Edexcel, London, currently resides with her husband in Portland, OR. She enjoys knitting & sewing in the winter months and camping & hiking in the Oregon and Washington beautiful landscape in the summer.