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James McEuen has a diverse work experience in various roles and industries. James currently serves as the CEO of Sigma Sports since August 2022, and previously held the position of Non Executive Director at the company from March 2018 to July 2022. Additionally, they are the Co-Founder of Aquahydra Technologies Ltd, an aquaculture science and technology company based in Scotland since July 2021. James was also a Non Executive Director at Le Chameau, ARTILECT studio, and Bradshaw Taylor Ltd. James co-founded Great British Prawns Ltd in 2017 and worked as Interim Managing Director at eggtrading from January 2017 to January 2018. Prior to that, James held leadership positions at NutraHealth plc, including Chief Executive from 2012 to 2016 and Group Managing Director from 2005 to 2011. James also worked for Johnson & Johnson, where they served as EMEA Marketing Director from 2004 to 2005 and UK Business Unit Head from 2001 to 2004. James completed a Full Time MBA at Cranfield School of Management from 2000 to 2001.

James McEuen has a diverse education history that spans several institutions and fields of study. In 1988-1989, they attended the Royal Military Academy Sandhurst, where they pursued their military training. Subsequently, in 1995-1996, they studied at the Joint Service Command and Staff College, completing the Junior Division course. In the year 2000 to 2001, they enrolled in CIM | The Chartered Institute of Marketing to obtain a Postgraduate Diploma in Marketing. During the same period, they concurrently attended the Cranfield School of Management and achieved an MBA. Lastly, in 2011, McEuen became an Appointed Fellow of CIM | The Chartered Institute of Marketing, indicating their recognition and standing within the field.