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Aleida Duff is an experienced finance and commercial strategy professional currently serving as the Director of Finance Commercial Strategy at Republic National Distributing Company since September 2023. Previously, Aleida held several key positions at Treasury Wine Estates, including Director of Commercial Insights and Forecasting and Sr. Manager of Commercial Insights. Before that, Aleida worked as an Independent Consultant, focusing on price and profit optimization strategies. Aleida's career began at Southern Glazer's Wine & Spirits, where responsibilities included leading commercial operations, pricing, and revenue management. Further back, Aleida served in senior roles at DHL, overseeing commercial strategy and pricing initiatives, and held a position in the Army Reserves as a petroleum supply specialist and motor transport operator. Aleida holds both an MBA and a BS in E-Commerce and Business Management from the University of Phoenix.