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Lucy Duszczak has extensive experience in eCommerce and digital marketing, currently serving as Head of Ecommerce and Digital Marketing at YHA (England & Wales) since September 2003, where roles have included Senior Online Sales and Digital Manager, Digital Marketing Manager, and Digital Product Manager. Lucy is responsible for the account management and strategic direction of third-party eCommerce channels, focusing on brand consistency and income optimization to support YHA's business objectives. Lucy has also managed E-commerce partnerships and led efforts to drive digital transformation within the organization. Prior experience includes a position as Leaders Plus Fellow at Leaders Plus in 2020 and educational credentials from the Chartered Institute of Marketing and the Institute for Apprenticeships & Technical Education.