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Kia Abbott is an accomplished professional with extensive experience in customer value optimization across various industries. Currently serving as Chief of Customer Value at Virgin Active since July 2023, Kia focuses on enhancing member engagement and retention through a comprehensive understanding of the customer journey. Previously, as Client Optimisation Manager at Capitec, Kia developed integrated client strategies for enhanced value. At ShopriteX, the Xtra Savings Rewards Programme Manager contributed to a membership base of 25 million, emphasizing personalized experiences driven by data. Kia's background also includes roles at Cape Union Mart Group, PSP Icon, Lacuna Innovation, HKLM, and Spark PR, complemented by an MBA from GIBS and a Post Graduate in Marketing Management from the University of Cape Town.