Business Intelligence Lead

• Nov 2020 - Present

Data Analyst

• Jun 2019 - Mar 2020

Digitas is an agency designed to offer clients who seek to transform their marketing, a complete stack of services, from integrated communications, to commerce to CRM and innovation services, across the world, all driven by data about what really counts for businesses.Within my role at Digitas I supported marketing initiatives across clients’ projects and campaign lifecycles from a data management and analysis perspective; this included developing measurement plans, conducting primary and secondary research, and delivering audience insights & performance reporting.I was responsible for performing analysis across a range of clients and briefs, and using data from social, search and web analytics sources to uncover relevant data signals that inform audience behaviours and campaign strategy. I developed and maintained clients reporting and data visualisation using a range of tools including Datorama.

Data Visualisation Manager (FTC)

• Sep 2018 - Dec 2018

Whilst working at Annalect my main responsibility was to manage and automate data reporting for one of Annalect EMEA’s major clients by creating a range of complex Tableau digital dashboards using various data sources. This entailed data gathering/cleansing, building, deploying and maintaining dashboard solutions. I worked closely with a database engineer to supervise the ETL process and management of the client’s data so we could effectively visualise and analyse the data in Tableau.During my time at Annalect I built and maintained several advanced dashboards using multi-channel media data including dynamic campaign optimisation data, programmatic, and site analytics data. I also built tools for media planning and competitive analysis, ad-tech tracking and digital campaign taxonomy management.My role also consisted of working with both internal client account teams and external stakeholders by scoping and advising on appropriate data solutions/technologies required for dashboard projects.

Analytics Manager

• Apr 2017 - Dec 2017

At MEC I worked within a specialist group of analysts to deliver data solutions that measured the performance our clients’ digital media investments. I worked on projects both independently and collaboratively with other teams both internally and externally to analyse campaigns and find significant insights and strategies to inform future campaigns.Within my role I managed campaign performance reporting and the implementation data and reporting systems on both new and existing clients including Compare the Market and Nationwide. I advised both internal and external stakeholders on relevant products for use in campaign testing and analysis and would build custom tools to carry out ad-hoc analysis.I have managed the transformation of our clients’ data processes that implemented SQL & data warehouses, and data management & visualisation software. I also worked extensively on Path-to-Conversion analysis and Multi-Channel attribution, and have worked with major clients using a fractional attribution technology to overhaul reporting and analysis across their digital channels.Alongside regular campaign reporting I also worked on developing bespoke and advanced analytics products and solutions including products that specialise in audience analytics, data validation, ad visibility and campaign optimisation.

Senior Analytics Executive

• Aug 2015 - Mar 2017

Within my role I was responsible for the development and management of campaign performance reports and dashboards that were used to track KPIs, highlight changes in activity over time and optimise future advertising campaigns. I worked on brand and performance campaigns across major financial service and telecoms clients including Lloyds Banking Group, Compare the Market and EE.Alongside regular campaign reporting I also worked on developing bespoke analytics products and solutions to aid campaign optimisation and validation- these were either client projects or internal research to ensure we were always on the cutting edge of media analytics.

Analytics Executive

• Aug 2014 - Jul 2015

I was responsible for the creation and maintenance of campaign performance reporting across MEC’s digital clients- combining first party, ad server and web analytics data across multiple digital channels to track brand and performance KPIs.