Founder

• Feb 2021 - Present

Head of Analytics - Digital and Marketing

• Sep 2020 - Apr 2022

Leading the digital and marketing analytics function for a former FTSE250 company. Responsibilities included: - Driving adoption of product-focused performance dashboards - Increasing data-driven decision making - Building out MarTech integrations across the digital eco-system - Collaborating with BI teams to include digital data into Snowflake - Leading a central team of 8 FTE across digital analytics implementation, QA, reporting and insights as well as marketing analytics for CRM, SEO and Paid Media Key achievements: - Core leader of the £7m digital transformation project to overhaul all new digital customer acquisition - Delivered over 100 digital dashboards access by over 1,000 internal users - Acted as a senior advocate for the delivery of strategic data projects across Commercial arm of the business Show less

Group Head of Digital and Mobility Analytics

• Jul 2017 - Sep 2020

Strategic global projects: - Marketing channel effectiveness (DMP / Attribution) - Analytics framework (Global standardisation for web / app) - Marketing measurement (KPIs, performance reporting) - Web personalisation (Global methodology for search results personalisation) - Coversion Rate Optimisation (Leading the development of CRO across TUI Group) - Digital data science (developing propensity models, custom-built attribution modelling, in-session recommendations engines) Key achievements: • Delivered 3rd party attribution across UK, DE and NL - over £1m in marketing cost efficiency. • Global analytics framework - consolidated stack saving across TUI Group. • DMP proof of concept delivery for Netherlands - resulting in 60% uplift vs control. • Consolidated paid and organic media KPIs reporting to support budget of over €100m. • Regular C-suite and Supervisory board level engagement and presentation delivery. Managed an international (globally based) team of data scientists, CRO specialists, data collection leads and commercial / marketing analytics managers to deliver projects listed above. Show less

Head of Analytics

• Jan 2016 - Jul 2017

Managing a team of data science, analytics and tag management specialists, responsible for department P&L, new business development, client management and all stakeholder relationships. Gained company GA360 Certified Partner and GTM360 Certified Partner status with Google. Developed Joint Business Plan with Google to deliver partnership analytics accounts. Working with clients on projects including: Auditing analytics setup Implementation of new requirements Delivering both internal and external training Consultancy analytics services Clients include companies in travel, financial services, food technology, sports retailing and publishing sectors. Solutions include Google Analytics 360, Adobe Analytics, Mixpanel, Google Tag Manager, Adobe DTM, GoSquared, BigQuery, R, SQL. Show less

Web Analytics Consultant

• Apr 2014 - Mar 2016

Working with companies such as Gopak UK, Child Maintenance Group (part of Department of Work & Pensions), Joseph Ltd and JonDon Ltd. Implementation guides, Analytics set up consultancy, Tag Management consultancy. Worked with web analytics tools including Google Analytics, Omniture, Mixpanel, WizRocket, Woopra. Worked with CRO tools including HotJar, User Replay, Optimizely, Yieldify, JetLore, Crazy Egg. Working with companies such as Gopak UK, Child Maintenance Group (part of Department of Work & Pensions), Joseph Ltd and JonDon Ltd. Implementation guides, Analytics set up consultancy, Tag Management consultancy. Worked with web analytics tools including Google Analytics, Omniture, Mixpanel, WizRocket, Woopra. Worked with CRO tools including HotJar, User Replay, Optimizely, Yieldify, JetLore, Crazy Egg.

Group Web Analyst

• Mar 2014 - Feb 2016

Secret Escapes is a luxury travel members-only site specialising in flash sales of discounted hotel rooms and packaged holidays. The Secret Escapes group comprises 11 different international territories, two acquired companies, around 30 high profile white label partners. Web Analyst for the group, with responsibilities to Marketing, Product, Media, Tech and Executive departments ranging from single tag implementations through to daily trading performance and insight and cohort modelling. Key achievements: • Implementation and management of Google Tag Manager (GTM) and Google Analytics across 22 markets. • Technical (non-standard) implementation of Adobe Analytics across Guardian Escapes. • UserID analysis across all platforms to tie user behaviour across devices. • App analytics for the Secret Escapes mobile app. Use of GA app version, GTM app version, iTunes app tracking and Ad X app tracking solution. • Working with R (and multiple libraries within) for statistical modelling and performance forecasting. • Used SQL to develop customer-based insights feeding into CRM strategies and product development. • Commercial and financial analysis using cohort modelling. • Technical JavaScript-based implementation of GoSquared, ChartBeat, Woopra, WizRocket and Formisimo for further analysis and analytics tool comparison. • Actionable recommendations and analysis based on specific hypotheses. Show less

Digital Analyst

• Jun 2013 - May 2014

Lightmaker UK is the founding arm of a digital agency with over 15 years of history in the industry. With offices in USA, Canada and the Netherlands it is able to offer a truly global service. Originally a design-and-build product, this has extended to include Strategic Consulting. Digital Analyst responsible for a number of different accounts; including Eurotunnel, ATP World Tour, Gopak, flydubai and the DWP CMG. Key achievements: • Requirements and implementation of Google Tag Manager (GTM). • Optimisation of client eCommerce checkout. Results include a 20% revenue increase MoM after making a single change to a user Login basket stage. • Full data audits; from technical implementation to the analytics reporting. Perform thorough investigations of current analytics performance and how this could be optimised in order to receive higher volumes of data to greater inform decision making. • Actionable recommendations with regular reporting of performance. A full review of performance for monthly or quarterly reports with additional recommendations made based on the data available. Show less

Web Analytics Executive

• Feb 2012 - Jun 2013

A Google Certified user responsible for providing insight, analysis and data led suggestions for follow up and investigation across over 100 different websites each with alternative calls to action such as eCommerce, Lead Generation, Subscription and Engagement levels. Completing training and development of other analytics users in order for the benefits of analytics to be seen across multiple departments to ensure data is interpreted to make meaningful decisions. Managing relevant and important web activity for over 100 domains on a weekly, monthly and custom basis; highlighting unusual activity or trends to create revenue generating opportunities. Show less

Senior Marketing Executive - Web Analytics focused

• Jun 2011 - Mar 2012

A global legal and tax information provider, LexisNexis is present in a number of diverse markets. This role involved the creation of marketing campaigns for multiple products including data selection, project management, copywriting, market research and use of web analytics in marketing measurement. Alongside this the role involves work across eNewsletter content platforms, link building and further SEO knowledge development and website performance review. Responsible for customer and marketing insights gleamed from using Google Analytics for campaign marketing analysis and Unica for product related usage data. Show less

International Marketing Coordinator - responsible for Google Analytics

• Jul 2009 - Aug 2010

As an International Marketing Co-Coordinator the role involved creating and extending relationships with external marketing partners in order to create awareness and interest in business to business conferences. Roles included managing all marketing campaigns across the sector, producing marketing spend and ROI reports, tracking and measuring the effectiveness of marketing and the ability to negotiate and organise external companies and internal marketing. Also responsible for the content of company email marketing and four newsletters sent out each week to industry professionals. Extensive use made of Google Analytics in this work and good skills in the development of custom reporting analysis. Show less