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Pete Daykin has worked in various roles in the digital marketing and publishing industries since 1998. From 1998 to 2003, they worked as a "Jack of All Trades" for the award-winning independent Sunderland Football Club Fanzine, A Love Supreme. Their roles included article writing, copy editing, layout, design, web strategy/design, and PR/media. In 2003, they became a Director of Azure, a full service marketing agency. In 2011, they co-founded and became Managing Director of The Blizzard Football Quarterly, a long-form football quarterly published in both digital and hard copy formats. In 2013, they became Managing Director of Daykin & Storey, a digital agency working to grow organizations of all sizes by increasing sales, reducing costs and improving processes. In 2017, they became CEO & Co-Founder of Wordnerds, a company that makes sense of millions of tweets, emails, web chats, online reviews, CRM-entries and survey results written by and about big brands. In 2019, they became an EOT Board Member of Clarasys.

Pete Daykin attended the University of Cambridge from 1995 to 1998, where they earned a BA (Hons) and MA in Geography. In 2014 and 2015, they attended Teesside University and obtained a Leading Growth degree in Leadership & Management Skills for Entrepreneurs.