She has also contributed to Centre for London, BBC Newsnight, whilst running her innovation website and blog since 2013 covering online retail and social media technology.

This included a public exchange with Alan Sugar, who disagreed with her declaring: "If I am in the office, I use my computer, while at home I use my PC.

Her team developed the first e-commerce websites for fashion in UK and expanded online presence to all Arcadia brands.

Pascoe became managing director of the venture Zoom which included not only building online shopping for Arcadia brands but also delivered news from Associated Newspapers.

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