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David Lancefield

David Lancefield

Director of Software Solutions Sales EMEA, Zebra Technologies

David is an ambitious and self-motivated retail expert. He has held numerous client sector roles at both field and head office level, enabling him to have a holistic understanding of all areas of complex multi-site retailers.

Having started his career at Home Retail Group in the UK, David has held various positions with high street retailers such as Next and Homebase in retail and commercial operations. He joined Reflexis Systems, a retail execution and performance software solutions provider in 2014 where he was the Senior EMEA Vice President until Zebra’s acquisition of Reflexis in 2020. David currently leads Zebra’s Software Solutions business unit EMEA sales and consulting teams, focusing on retail and service industries.

He is passionate about helping leading retailers drive operational efficiencies by augmenting front-line store associates and inventory capabilities through software solutions that increase performance, helping to achieve outstanding customer ROI.


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