Sonia Friedrich is a seasoned Behavioural Science Strategist and Keynote Speaker with over 25 years of experience in business and marketing solutions. Previously, they served as Principal at Because YOU CAN pty ltd and held leadership roles at notable companies such as Sudler & Hennessey and Merck. Currently, they lead initiatives as the Global Strategic Partner for behamics, focusing on the application of Behavioural Science and AI in eCommerce. Sonia is also a director at Welcome to Nudgeland, where they deliver inspiring keynotes and education on Behavioural Science to diverse audiences globally. Additionally, they are a passionate wildlife photographer, enjoying a deep connection to nature.
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