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Areeb Syed is an experienced financial executive currently serving as the Chief Transformation Officer for Europe & International Markets at Tropicana Brands Group since August 2022. Prior to this, Areeb held leadership roles at PwC as a Transformation Programme Director and at Upfield as Finance Transformation Director and Chief Internal Auditor, where responsibilities included implementing key financial systems and establishing internal audit functions. Areeb's extensive career at Unilever spanned 17 years, featuring roles such as Finance Separation Lead for the Global Sale of Spreads business and Group Financial Planning and Analysis Manager, among others. Areeb is recognized for developing frameworks for performance measurement, enhancing forecasting accuracy, and managing multifaceted finance teams across regions. Areeb holds an MSc in Materials Engineering and a BSc in Materials Science and Engineering from Imperial College London and is a Chartered Management Accountant (CIMA).