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James Yellen is an experienced professional in content strategy and sports journalism. Currently serving as the Content Strategy Lead at Team GB since October 2022, James has previously held significant roles at LiveWire Sport, including Head of Content Partnerships and Account Manager, from June 2016 to October 2022. Earlier experience includes working as a Digital Executive at British Champions Series Ltd and a Freelance Sports Journalist for the Press Association. James holds a Bachelor of Arts degree in Sports Journalism from the University of Staffordshire, completed in 2013, and is pursuing a Master's degree in Strategic Marketing at Imperial College London, anticipated to be completed in 2026.