Aurora Arifi is a Senior Manager at PwC UK, specialising in data governance, management, and transformation. She leads data transformation programmes that embed data as a strategic asset -designing governance frameworks, shaping operating models, and enabling sustainable data ownership across large, complex organisations. Her work spans the full data lifecycle, with a focus on improving data quality, resolving critical issues, and aligning data practices with both regulatory and business objectives. Aurora has developed delivery methodologies now used across the firm and is known for driving scalable, practical, and business-aligned data capabilities. She is currently leading the design and rollout of enterprise data governance initiatives for a major UK organisation - bringing structure, trust, and accountability to high-value data assets. Aurora is also a mentor and advocate for inclusive, high-performing teams, and is passionate about supporting women in data. Her work helps bridge the gap between data ambition and operational reality.