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Ayesha Hafeez is a highly experienced finance professional currently serving as the Head of Financial Planning Analysis at Smart DCC since March 2019, with previous roles as a Business Analyst and Finance Business Partner. Ayesha has held positions at various companies, including Finance Business Partner at FitFlop, IT Finance Business Partner at EDF, and Marketing Finance Business Partner at News UK. Ayesha's expertise encompasses business partnering, financial analysis, and driving digital transformations, with a strong focus on reporting and actionable insights. Ayesha's educational background includes ACCA qualifications and a BSc Hons in Mathematics with Financial Mathematics from the University of Manchester.