Data Platform & Engineering

Designed and delivered scalable data platforms and analytics-ready data models using SQL Server, Azure Synapse Analytics, Azure Data Factory and modern cloud technologies, supporting reliable reporting and advanced analytics.

Built and automated SQL and Python data workflows, reducing manual reporting effort by 70% while improving data quality, consistency and reporting efficiency.

Business Intelligence & Reporting

 Developed Power BI dashboards, advanced DAX metrics and KPI frameworks to provide stakeholders with actionable insights across customer, marketing and business performance.

Integrated CRM, digital, campaign and operational data to create trusted reporting and analytical solutions supporting strategic and commercial decision-making.

  Customer & Advanced Analytics 

Developed customer segmentation and predictive analytics solutions to support churn risk analysis, campaign conversion and behavioural insights using SQL, Python and customer engagement data.

Applied A/B testing, cohort analysis and customer journey analytics to identify behavioural trends, conversion opportunities and areas for customer experience optimisation.

 CRM & Campaign Management 

Delivered full-cycle customer lifecycle campaigns across Adobe Campaign Classic, Emarsys, Ometria and Pure360, covering segmentation, targeting, campaign execution, performance analysis and optimisation.

Integrated GA4 with CRM and campaign data to analyse end-to-end digital customer journeys, improve targeting strategies and understand conversion performance across digital touchpoints.

 Digital & E-commerce 

Delivered e-commerce and digital analytics across insurance and retail environments, analysing online customer journeys, conversion, customer behaviour and sales performance to support commercial optimisation.

Developed and launched an e-commerce platform, including online ordering and payment journeys, digital analytics, KPI reporting and performance tracking, alongside managing paid social campaigns across Facebook and Instagram.

 Leadership & Stakeholder Engagement 

Partnered with Product, Marketing, Engineering and Operations stakeholders to translate complex business challenges into analytical requirements, KPIs and actionable recommendations supporting strategic and commercial decisions.

Managed and mentored junior analysts, providing technical guidance, reviewing analytical work and supporting high-quality delivery against business priorities.