Home/Achievements

What I’ve delivered

Highlights from data platform, BI, analytics, CRM and e-commerce work across insurance, financial services and retail.

8–10%

uplift in campaign conversion rates

12–15%

increase in marketing ROI

70%

less manual reporting effort through automation

1.5M+

UK customers in the OneFamily base my analytics supported

Highlights

Impact across the data lifecycle

Designed and delivered a cloud analytics warehouse on Azure Synapse, Snowflake, SQL Server and dbt, using layered Raw, Staging and Data Mart architecture with data quality, lineage and auditability built in.
Built automated ETL/ELT pipelines with Azure Data Factory and API integrations, consolidating data from multiple regulated source systems; automated reporting cut manual effort by 70% while improving data quality and consistency.

Designed enterprise Power BI semantic models and dashboards with reusable DAX measures, time intelligence, row-level security and governed datasets, giving stakeholders trusted, high-performance reporting.
Integrated GA4, CRM and campaign data into a Single Customer View, enabling end-to-end customer journey analytics and better targeting across digital channels.

Delivered insight-led campaign optimisation that contributed to an 8–10% uplift in conversion rates and a 12–15% increase in marketing ROI.
Evaluated marketing effectiveness with Marketing Mix Modelling and attribution, and built LTV, churn and predictive models in Python, informing budget allocation and retention strategy.

Led multi-channel customer and campaign analytics across 100k+ customers a month, and delivered full-cycle email and SMS journeys for onboarding, renewals, re-engagement and C-SAT.
Delivered the Adobe Campaign Classic to Emarsys migration, including data mapping, validation and testing, with no break in CRM communications.

Delivered e-commerce and digital analytics across insurance and retail, from international e-commerce performance at Moss Bros to reporting for white-label insurance partners including Debenhams and Jet2.
Designed, built and launched the e-commerce platform for Sri Seafood, with online ordering and payments, KPI reporting, usability testing and paid Facebook and Instagram campaigns.

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 analysts and developers through peer review, technical guidance and 1-2-1s, set Power BI and data quality standards, and ran delivery through Azure DevOps with Git and CI/CD.

“Without data, you’re just another person with an opinion.”

— W. Edwards Deming

Let’s connect

I’m based in Royal Tunbridge Wells, Kent, and work with teams across the UK. The quickest way to reach me is LinkedIn.