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She has extensive experience in marketing, sales, advertising and strategic planning both in South Africa and the United States, where she worked in New York and Los Angeles for six years on global accounts such as Microsoft, Pfizer, Electronic Arts and The Academy Awards before returning home and moving into real estate. Despite her extensive previous experience, Geffen joined GIRF in 2006 at apprentice level and spent the next 11 years learning every aspect of the real estate business. She has served as an executive director and shareholder on the company's board since 2010.