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Dave Priestley is an experienced executive with a robust background in sales and product management within the healthcare sector. Currently serving as Chief Product Officer and Director of Direct & Digital Acquisition at Vitality since July 2004, responsibilities include designing and implementing sales and retention strategies while evaluating market conditions. Previously, Dave was UK Sales Director at CIGNA Healthcare from May 1998 to July 2004, overseeing a significant corporate client portfolio and driving business growth. Dave's career began at Norwich Union Healthcare as a Senior Corporate Underwriter, quickly advancing to team leader while managing corporate healthcare contract pricing and training. Educational qualifications include an MBA from the University of Kent and a BSc in Zoology from the University of Reading.