Data & Analytics Lead

• Mar 2023 - Present

Data & Analytics Leader

• Aug 2020 - Mar 2023

Leading the Packt data team through a transformative stage to develop the data strategy and capability. This has included implementing an ELT strategy using the modern data stack, utilising tools such as Fivetran, Airflow, AWS Redshift and dbt.As part of this role I'm responsible for a team of data engineers and BI analysts.

Marketing Data Analyst

• Apr 2018 - Aug 2020

The purpose of this role is to provide critical insight, reporting and modelling to help optimise Direct ecommerce performance and drive subscription growth. This involves using python, pandas, SQL, matillion, GA and other analytical tools/software.Responsibilities include:Developing and measuring appropriate key business metrics for the Direct businessDeveloping and maintaining dashboards that ensure the Direct team have the necessary BI to understand performanceAnalysing the effectiveness of marketing campaigns to optimise market reach, conversion rate and customer engagementEnsuring that the data requirements of marketing tools are met with timely data ingestion to optimise Developing and optimise Packt’s personalisation strategyWorking alongside product owners to ensure the required data is available for analysing feature releasesAnalysing customer behaviour on the subscription platform to deliver actionable insights to help optimise conversion and retentionCreate and maintain orchestration jobs to load data into Packt Data Warehouse and marketing tools Show less

Insight Analyst

• Mar 2017 - Apr 2018

Working within the customer analytics team my role is responsible for developing cutting edge reporting against marketing campaigns, assessing key marketing and retention activity to support the commercial and digital directorate. Furthermore, the role also incorporates more strategic analysis looking at customer behaviour across various touchpoints. Finally, this incorporates acting as a subject matter expert for all things data and interfacing closely with various stakeholders to ensure business objectives are being met. Show less

Marketing Analyst

• May 2015 - Mar 2017

The key purpose of the role is to initiate and deliver analytics projects that will help inform business strategy and marketing campaign activity. My key responsibilities include: - Understanding the Group's business requirements to proactively identify where analytics projects can be beneficial to inform business strategy and marketing campaign activity - Using segmentation techniques to identify customer groups for each of the Group's businesses and make recommendations on how each group can be best exploited - Using other analytical and predictive modelling techniques to further improve the understanding of our customers - Analysing the Group's CRM activity to indentify what is performing well/poorly - Presenting and explaining results to key stakeholders in a straightforward and non-technical manner Show less

Account Executive

• Jul 2014 - May 2015

Emperor is a corporate and brand communications agency with offices in Edinburgh, London and Birmingham. Our range of services helps to communicate a company’s vision, strategy, direction and values through insightful and unifying corporate communications across six different disciplines: • Annual reports • Corporate websites • Corporate branding and identity • Employee engagement • Sustainability communications • Corporate and investor presentations As one of the UK’s most highly regarded creative communications agencies, we help to produce and develop your communications across all channels of your business, maintaining relevant and consistent messages to all. The work we do and the way we are structured is designed for your business. There's no stuff and nonsense. It's not a carefree design studio or jargon heavy brand consultancy. We are a results focused agency that blends strategic thinking with practical solutions and great designs. And great design will raise profiles, attract investment, transform results and build brand value. In short, we can support every expression of your brand and message through specialist expertise, creativity and, quite frankly, good people. Show less

Student Ambassador

• Oct 2013 - Jun 2014

Being a student ambassador involved supporting the Aston University Schools and Colleges Liaison Office provide help for prospective students, parents, teachers and careers advisers looking for further information on all aspects of the University, and Higher Education in general. Throughout the year I helped work on a variety of activities, including: Student Life Talks, Master Classes, Campus Tours and Open Days and School Visits both On & Off Campus. Being a student ambassador involved supporting the Aston University Schools and Colleges Liaison Office provide help for prospective students, parents, teachers and careers advisers looking for further information on all aspects of the University, and Higher Education in general. Throughout the year I helped work on a variety of activities, including: Student Life Talks, Master Classes, Campus Tours and Open Days and School Visits both On & Off Campus.

Research Intern for CEE & EM

• Jun 2012 - Jul 2013

My main duties were to support the team by creating reports on how the Disney Channels and their competitors are performing in the CEE & EM markets, including: - Tracking the overnight performance of the Disney channels and key kids channels competitors - Producing Weekly reports analysing the peaks and declines in kids viewing compared to the channels schedule whilst also keeping track of key competitors - Producing Monthly reports highlighting the overall performance of the channel compared to competitors and assessing the top performing programmes on the channel - Assisting the manager and analysts with Ad Hoc projects, working with various other departments across the company - Assisting with the creation of various premiere reports on movies and series shown across Disney TV channels, which are shared across TWDC - Attending and preparing materials for various different meetings including team catch ups and programming planning During my time I also introduced the following duties into my role: - A further weekly report analysing the South African Kids TV market, using platform provider (DSTV) panel data - Consistent analysis of weekly programming highlights - A weekly template to update to provide a performance overview of the Hungarian TV market, used as part of a weekly catch up meeting with programming and media planning Alongside my main duties I also worked closely with the marketing and programming teams in CEE/EM working on a variety of different requests including programming analysis, competitor insights and TV audience targets. This allowed me to forge a close working relationship which helped me gain valuable insight into how the TV Channels operated as a integrated business. Show less