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Sjaak Smeding is an accomplished professional with extensive experience in leadership and consultancy roles within the technology and tourism sectors. Currently serving as Algemeen directeur at Smeding Groenten en Fruit since October 2016, Sjaak previously held multiple senior positions at Pegasystems from 1996 to 2016, including Regional Director for Continental Europe & CIS and Service Delivery Director, where Sjaak focused on driving digital transformation for major global clients. Earlier career highlights include consulting roles at East West Tourism Consulting and Leisure & Tourism Perspectives. Sjaak's educational background includes degrees from London Metropolitan University, Michigan State University, and Christelijke Hogeschool Nederland, specializing in Tourism and Recreation.