Lead Analyst

• Oct 2022 - Present

Sr Marketing Analyst

• Apr 2021 - Oct 2022

Part of the Data & Insights team, acting as a key strategic partner to the Marketing team to enable effective use of data to inform strategic decisions, campaign optimisation and performance measurement. Hands-on analysis projects using SQL to develop deeper understanding of our prospects and customers across a range of areas: customer journey, purchase funnel, in-game engagement with key eventsIdentifying and facilitating cross-functional partnerships for the Marketing team, allowing for increased collaboration between teams and knowledge transfers. Show less

Small Business Owner

• Apr 2017 - Present

Founder of Whisk, a small home-based bakery specialising in cupcakes and layer cakes for all occasions Founder of Whisk, a small home-based bakery specialising in cupcakes and layer cakes for all occasions

Analytics Lead

• Sep 2019 - Apr 2021

Leading client engagements that are designed to enhance analytics capabilities, data sophistication and digital marketing strategy. Key responsibility as the Audience Lead in the Media Science department to build and expand Merkle's audience proposition enabling clients to develop a customer-first digital marketing strategy. Leading a team of data scientists and analysts to develop and use a range of segmentation techniques from simple, rules-based through to using machine learning, as a starting point in audience strategy development. Experienced in using SQL for data extraction and analysis, Python in model building. Working closely with digital delivery teams in Paid Search, Programmatic, Social and CRM (Email, SMS, Push) to roll out audience strategy across relevant digital touchpoint to ensure a consistent, omnichannel approach in reaching audiences to deliver a seamless and tailored customer experience. Show less

Senior Analyst

• Jan 2018 - Sep 2019

Working within the Analytics department to help brands to create competitive advantage through people-based marketing. Delivering insights to media teams in PPC, Programmatic and Paid Social that can be used to create optimise campaigns. Role spans across attribution, media analytics and audience strategy - experience in building propensity models using Python to predict likelihood of conversion, developing audience frameworks and budget optimisation.

Digital Insights Specialist

• Jan 2017 - Dec 2017

Working across all of Global's radio brands to measure and analyse performance on web and app using Adobe Analytics and Firebase. Providing insights to drive decisions for product, UX and editorial teams. Working across all of Global's radio brands to measure and analyse performance on web and app using Adobe Analytics and Firebase. Providing insights to drive decisions for product, UX and editorial teams.

Senior Research Executive (Digital)

• Apr 2015 - Jan 2017

Working within the Insight team of the BBC World Service to measure, report and analyse across 28 different language websites on web and app. A hybrid role which included web analytics using Adobe Analytics and comScore Digital Analytix and traditional research methods in both qual & quant techniques. As a Web Analyst - responsibilities covered monthly reporting, deep dive pieces of analysis around various news events, ensuring that data was captured correctly, running training sessions with stakeholders, social media analysis and supporting on digital marketing campaigns. As a researcher - responsibilities covered liaising with research agencies to conduct measurement surveys and focus groups for a number of international projects, and generating actionable insights to provide to stakeholders following data analysis in order to drive strategic decisions. Show less

Digital Analyst

• Mar 2014 - Apr 2015

Working in the central analytics team to analyse digital media across desktop, mobile and tablet apps, using comScore Digital Analytix as the key platform for regular reporting, analysis and ad-hoc projects. Leading insight projects to understand how audiences were using BBC product. Working with Product Managers to understand their KPIs and objectives, conducting analysis based on these requirements, resulting in recommendation of clear and actionable insights to feed into strategic decisions. Managing complex analytics implementation projects end-to-end for apps and responsive web. Working with internal and external technical teams to gather requirements and define KPIs. Show less

Digital Analytics Assistant

• Jul 2013 - Mar 2014

Working in the central analytics team to measure, test and analyse digital media using comScore Digital Analytix. Provided support to various stakeholders across the spectrum of web analytics - from implementation through to reporting and analysis. Worked on projects across multiple platforms - web, mobile, app and TV.

HR Graduate

• Jul 2012 - Jul 2013

Providing a HR service to TGI & Custom Media within Kantar Media. A varied role which included maintaining the starter and leaver processes, running the induction programme, providing day-to-day support for employees, managing maternity and paternity requests and general project management. Responsibile for the flexible benefits scheme across all three businesses within Kantar Media UK - establishing a point of contact for employees and working alongside our brokers and providers. Providing a HR service to TGI & Custom Media within Kantar Media. A varied role which included maintaining the starter and leaver processes, running the induction programme, providing day-to-day support for employees, managing maternity and paternity requests and general project management. Responsibile for the flexible benefits scheme across all three businesses within Kantar Media UK - establishing a point of contact for employees and working alongside our brokers and providers.

HR Assistant - Industrial Placement

• Jun 2009 - Jul 2010

Industrial Placement year as part of my sandwich degree at Aston University. Spent the year working within the Consumer Healthcare UK (CHUK) division as part of the Human Resources team. Provided HR support on a variety of subjects including: • Learning and development, including building and implementing a new induction programme, organising training courses • Recruitment responsibilities included screening applications, arranging and conducting interviews alongside hiring managers and facilitating an assessment centre for industrial placements. • Internal communications, co-leading a team to create a monthly internal newsletter and maintaining the CHUK intranet site. Show less