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Aaron Mitchell is an accomplished executive with extensive experience in customer experience, loyalty, and marketing across renowned global brands. Currently serving as the Global Vice President of Membership & Personalisation at the LEGO Group, Aaron leads initiatives to establish a comprehensive membership ecosystem and enhance CRM capabilities. Previously, as the Executive Director of Customer Experience & Loyalty for Ford Motor Company in Europe, Aaron played a pivotal role in advancing the company's transformation towards electric vehicles and personalized ownership experiences. At IKEA, Aaron held multiple leadership positions, including Global Vice President of Customer Engagement & Loyalty and Global Head of CRM Transformation, contributing significantly to the company's retail transformation strategy and digital customer engagement. Aaron's career includes early roles at Gap Inc. and Next Group PLC, supported by a Post Graduate Diploma in Strategic Marketing Management from CIM and a BA (Hons) in Business Studies & Marketing from Swansea University.