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Jo Farah is the Founder and Chief Executive Officer at Sneaker LAB, a position held since January 2012, where responsibilities include overall leadership and entrepreneurial direction. In addition, Jo Farah serves as the Chief Executive Officer at GoodBasics-ethicalessentials since January 2020, further exemplifying a strong commitment to ethical business practices. Jo Farah is an alumnus of St John's College, contributing to a well-rounded background in business leadership.